Designing a value creation model of service brand identity with an entrepreneurial approach in educational companies

In today's world where entrepreneurship is synonymous with value creation, the focus on the concept of value and value creation helps businesses to be able to adopt the right strategies to compete and survive in the new competitive environment. In this regard, the purpose of this study is to provide a value creation model of service brand identity with an entrepreneurial approach in educational companies in Tehran so that it can cover the growing needs of branding in the educational space. The statistical population of the study is 13 experts in educational institutions who were examined based on the method of targeted sampling and up to the saturation limit of the required information and theoretical adequacy with the qualitative method of data foundation theory. After conducting semi-structured interviews and collecting information, the codes obtained in different sections were analyzed, and after performing the three steps of open, central and selective coding of the final model of the total pivotal category, causal conditions, background, interventions, strategies, and ultimately, financial and social consequences. Each of these conditions and the factors that make up the model have variables and categories that pay attention to the realization of the ultimate goal of branding.