University Branding; New necessity of High Education (Case Study: Karaj Branch of Payame Noor University)

In the new era of globalization, economic and cultural openness and multinational companies, increased competition, hence the organizations intend to prominent their name, product or service to find new customers and retain existing customers, stakeholders even identify and attract talented employees, "corporate branding" is an effective strategy for this purpose, which create very positive image in the minds of potential customers, employees and society as a whole. Competition for universities, distributes to maintain or improve their position, branding has become essential process for high education. University branding helps durability distinguish from other universities and maintain its survival. This study seeks to examine how to improve the brand image is Karaj branch of Payame Noor University. The lack of similar research led to use qualitative methods of themes analysis, through semi-structured interviews, important themes of elites was investigated. The sample consisted of 18 professors of the university. Important themes are: management support and strategy, improving the quality of educational services, improving the physical state universities to improve campus facilities, build relationships based on cooperation and developing and implementing a comprehensive public relations program.