A Reflection on the Gap Between the Current and Desirable State of a Successful Brand in a Technical and Vocational University

This article has analyzed the gap between the current and desired status of the successful brand in higher education. The statistical population of this research was formed by the experts of Technical and Vocational University in Iran. 17 of these people were selected as a sample using the purposeful sampling method. In order to collect data, a questionnaire was used and the validity and reliability of the questionnaire was confirmed. Paired t-test was used to analyze the gap between the current and desired status of research components in higher education. Therefore, through theoretical literature review, 103 components were identified regarding the successful brand in higher education. Finally, based on the opinion of the experts, among the identified components, 47 criteria were identified as successful brand criteria in higher education, and these criteria are included in 7 general indicators, including university image, cost and financial matters, university services and facilities, advertising and extracurricular communications. , technology and development, planning and educational success and the location of the university were classified. The findings also showed that there is a significant difference between the current and desired status of all the main components and categories of research in technical and vocational university.