Identify Components of Strengthening Personal Brand of University Faculty Members; New Strategy For Improving Intellectual Assets of Higher Education

The present research aims to investigate and identify the factors affecting the branding of faculty members in Iranian universities.

The research method is qualitative and using the Delphi method, information was collected through a questionnaire and in three rounds of 20 faculty members in different fields, with different backgrounds. Data analysis was performed after each round and resubmitted to panel members and continued until consensus was reached. Sampling was performed using targeted and snowball techniques.

Branding the personality of university professors including the dimensions of knowledge (expertise), psychological (personality traits), communication (networking in the field of knowledge and general), reputation (being known in the field of knowledge, media and public) and action (voluntary activities in the field of social responsibility). If the model is used, we can expect to increase the function of the reference group of faculty members of the country's universities and, consequently, increase the efficiency of the educational and research system.

Maturity in cultivating human capital, one of which is to improve the personal emblems of faculty members can create the necessary ground for improving the performance of the university in accordance with environmental needs.