Designing and Explaining a Model for Branding in Educational Organizations (Case study: Excellent Schools in Isfahan City)

Branding in the field of services is one of the most important and widely used topics in marketing and market competition that can be used in schools (as service organizations). The present study was conducted with the aim of designing and explaining a model for branding in schools with a mixed exploratory (qualitative-quantitative) approach. The study population included all principals and teachers of top schools in Isfahan city. In the qualitative part, 29 principals and teachers were interviewed with purposeful sampling until data saturation was achieved. The data were analyzed using the content analysis method. In the quantitative part, a researcher-made questionnaire was compiled based on the qualitative part, whose face and content validity were confirmed based on the opinion of experts, and its reliability was confirmed through the Cronbach's alpha coefficient. The sample size was estimated to be 205 people using Cochran's formula. The samples were selected using the simple random sampling method. Finally, using the structural equations model, for the purpose of branding the best schools, a model consisting of management and leadership components, manager's educational vision, human resources, teaching and learning environment, support, students, participation, resources and facilities, and center for activities was obtained. Using the obtained results, education managers can take steps to strengthen schools in identified areas.