Branding capabilities in information and knowledge services, applying grounded theory

This qualitative study aims to find branding capabilities of Iranian National Library with approach of 4p. The study is based on a systematic approach and applies the grounded theory. For this purpose, 13 deep interviews with the faculty members and senior staff of Iranian National Library was performed. The "unique identity and reality" and "top position" are central research components. Utilizing components of the marketing mix is of causal research in order to get the top brand in the country. Also, benefiting from unique legal opportunities have been proposed as interventional factors, and the market dynamics and governmental policies and laws have been proposed as contextual factors in this study.Originality/value: This research explains the value of information and services in information service centers, especially in Iranian National Library. Also it reviews the philosophy of existence of this national organization and its distinct role in research context and structure in the country.