Typology of the Mentalities of Managers of Waqf and Charity Affairs Organization about Brand Management and the Image Enhancement of the Organization

Today, non-profit organizations have also paid attention to the issue of brand image, because the improvement of the organization's performance depends on the improvement of its organizational image. Despite the importance and necessity of branding in the Awqaf organization-responsible for endowment and charity affairs in Iran, the branding and improving the image of the organization have been neglected due to the lack of mental convergence and differences in the views of the organization's managers. In fact, there is no complete consensus on this issue in the Organization, and this has led to the lack of an effective plan and program. This research was conducted with the aim of exploring the types of mentality of Awqaf organization managers in relation to brand management and improving the image of Awqaf organization. This research is applied in terms of purpose and mixed in nature using Q method. The theoretical community includes managers, deputies and experts of the endowment organization and charity affairs at the headquarters level. The sample selection method is based on a combination of snowball and targeted sampling, which includes 37 experts. Interview tools and Q questionnaire were used to collect data. Q factor analysis and SPSS software were used for data analysis. The results of the research show seven mentalities, which were named as holisticists, taskists, promotionists, strategists, organizational transformationists, internal brand builders, and conservatives. The extracted mentalities were interpreted and their priorities were highlighted in the matter of branding. According to the results of this research, the starting point of planning in the field of promoting the brand of the endowment organization is to pay attention to the commonalities of mentalities and not to pay attention to divergent issues, which were presented in this field.