A Model for Branding in Iranian Medical Libraries and Information Centers According to the Aaker Model: A Qualitative Study

A high volume of information can be provided to users regarding library services by branding Iranian medical libraries and information centers, and the position of libraries can be significantly improved. There is a minimal number of studies in this field in Iran. This study mainly aims to identify key branding components and create differentiation in the context of Iranian medical libraries and information centers (IMLICs). This study was conducted in two steps: (i) the literature on branding in libraries and information centers in reliable databases such as Scopus, Science Direct, Emerald, and Google Scholar was first reviewed, and finally, 33 studies were identified. Four components, such as librarians, services, building, and equipment, as well as technology, were found as important factors in the branding of public and academic libraries. (ii) A semi-structured interview was conducted with 14 managers and heads of libraries of Iranian medical sciences universities. The results showed the most important branding components in ILMIC as librarians, services, buildings and equipment, and technology. According to the results librarians' performance and personality characteristics, dynamization of specialized and general services, paying attention to the architecture of the library building and the installation and use of the equipment, and finally, the intelligent use of technologies and a strategic look at these components will lead to the formation of a positive mental image of Iranian medical libraries in the public mind, increase awareness of their services, and as a result, users' trust, loyalty, and satisfaction. Librarians play an important role in raising the users' awareness, trust, and loyalty toward library services and their branding. Hiring librarians with positive internal and external characteristics can have a positive image of libraries in the users' minds. Providing high-quality services required by users is essential in differentiating and branding libraries and building users' trust and loyalty. Providing virtual services in libraries is essential in promoting branding goals. A unique look at the libraries' architecture helps to create a positive image of libraries and information centers. Well-designing the interior and exterior of library facilities will create a positive mental image among users. Applying the technological equipment alongside the expert staff creates a brand and raises the users' awareness, trust, and loyalty. Empowering librarians in using emerging technologies is an obligation in this era. IMLICs have branding capabilities in the four main components of the library regarding librarians, services, building and equipment, and technology. Development of human resources, services, building and equipment, and technology should be planned so that its output is users' awareness about the library brand and the creation of a positive mental image towards the library function. It keeps the users' trust and loyalty towards the library and finally makes users the ambassadors and missionaries to promote the library via word-of-mouth marketing following their satisfaction.