Brand conceptualization for academic libraries: A grounded theory approach
Main Article Content
Abstract
Marketing and branding are still regarded as aspects of the business world irrelevant to libraries.
Understanding the impact of brand and its evolution on the success of academic libraries
necessitates elucidating the meaning of brand and its contributions to libraries. The lack of a
comprehensive definition of marketing and branding and their functions in Iranian libraries also
confirms the idea that they are unnecessary in libraries and prevents libraries from moving in the
right direction in marketing and branding. To this end, this study aimed to investigate the brand
concept of academic libraries in Iran. This qualitative study employed the grounded theory (GT)
methodology based on two of the three coding steps suggested by Strauss and Corbin (1998): “open
coding” and “axial coding”. Twenty experts in fields such as branding, marketing, and librarianship,
among others, were interviewed for data collection purposes. Out of these experts, nine were faculty
members, three were researchers, and eight were library employees. Using the MAXQDA software,
the content of the interviews was analyzed qualitatively. In addition, the academic library brand was
also conceptualized with 12 dimensions, including brand identity, brand associations, brand
awareness, brand imagery, brand compatibility, brand quality, brand credibility, brand superiority,
brand security, brand excitement, behavioral loyalty, and attitudinal attachment. Therefore, it made
sense for the brand to focus on providing its customers with the best possible library experience. This
study is the first to define the brand concept for academic libraries in order to shed light on the
concept and its significance in these libraries.
Downloads
Article Details
It is a condition of publication that manuscripts submitted to the journal have not been published, accepted for publication, nor simultaneously submitted for publication elsewhere. By submitting a manuscript, the author(s) agree that copyright for the article is transferred to the publisher, if and when the manuscript is accepted for publication.
References
Aaker, D. (1991). Managing brand equity. New York: The Free Press.
Abarghoian, M., Hashemian, M.R., Hodhodinejad, N., Fotouhi, Z. & Norouzi, A. (2017). Challenges of applying Web 2 in libraries of Isfahan university of medical sciences. Health Information Management, 14 (2), 65-70.
Ahmad, R., Hashim, L. & Harun, N. (2016). Criteria for effective authentic personal branding for academic librarians in university Sains Malaysia libraries. Procedia-Social and Behavioral Sciences, 224, 452-458. https://doi.org/10.1016/j.sbspro.2016.05.420.
Albert, A.B. (2017). Building brand love and gaining the advocacy you crave by communicating your library's value. Journal of Library & Information Services in Distance Learning, 11 (1-2), 237-250. https://doi.org/10.1080/1533290X.2016.1193413.
American Marketing Association (1960). Marketing definitions: A glossary of marketing terms. Chicago, American Marketing Association.
Amouzgar, S., Noruzi, A. & Sarrafzadeh, M. (2022). Analysis of issues and challenges of copyright of textual digital resources from the viewpoint of managers of academic digital libraries in Tehran. Library and Information Sciences, 25 (1), 29-59. https://doi.org/10.30481/lis.2020.205679.1642.
Badran, N.F.M.M. (2014). Towards branding of Egyptian academic libraries' websites. International Design Journal, 4 (4), 167-178. https://dx.doi.org/10.21608/ idj.2014.109792.
Baharuddin, M.F. & Kassim, N.A. (2014). Conceptualizing personal branding for librarians. Paper presented at the 23th International Business Information Management Association Conference, IBIMA, Valencia, Spain.
Beglou, R. R., & Akhshik, S. S. (2023). Academic libraries’ main strategies and services during the COVID-19 pandemic. IFLA Journal, 49(2), 286-297. https://doi.org/10.1177/03400352221130778.
Bennett, D.E. & Thompson, P. (2016). Use of anthropomorphic brand mascots for student motivation and engagement: a promotional case study with Pablo the penguin at the University of Portsmouth Library. New Review of Academic Librarianship, 22(2-3):,225- 237. https://doi.org/10.1080/13614533.2016.1162179.
Beyrami Taruni, H. (2022). Comparing libraries with standards (standards for libraries in Iranian higher education and standards for libraries in higher education) academic year 2020-2021. Tehran: Iranian Research Institute for Information Science and Technology.
Beyranvand, A. & Ranjbar, P. (2010). Implementing system of interlibrary cooperation and document delivery services: a study of barriers and problems available in academic libraries of west region of Iran. Journal of Knowledge Studies (Library and Information Science and Information Technology), 2 (8), 35-48.
Boyer, G., Bacon, V. & Hill, K. (2014). Creating a cohesive discovery service. Serials Review, 40 (3), 200-202. https://doi.org/10.1080/00987913.2014.949549.
Brantz, M. & Sadowski, E.B. (2010). Math branding in a community college library. Community & Junior College Libraries, 16 (3), 153-156. https://doi.org/10.1080/02763915.2010.491011.
Brigham, T.J. (2016). Online professional profiles: health care and library researchers show off their work. Medical Reference Services Quarterly, 35 (4), 440-448. https://doi.org/10.1080/02763869.2016.1220760.
Chapleo, C. (2010). What defines successful university brands? International Journal of Public Sector Management, 23(2), 169-183. https://doi.org/10.1108/ 09513551011022519.
Charmaz, K. and Bryant, A. 2010. Grounded theory. In international Encyclopedia of Education (3thed), 406–412. Elsevier. https://www.sciencedirect.com/science/article/ pii/B9780080448947015815.
Cheng, J. 2016. The top 10 challenges academic librarians face in 2016. https://www.wiley.com/network/archive/the-top-10-challenges-academic-librarians-face-in-2016 (2016, accessed 3 June 2021).
Clifton, R. & Simmons, J. (2004) Brands and branding. London: Profile Books Ltd.
Creswell, J.W. (2012). Educational research: planning, conducting, and evaluating quantitative and qualitative research. (4thed). Boston, MA: Pearson.
Creswell, J. W., & Miller, D. L. (2000). Determining validity in qualitative inquiry. Theory into Practice, 39(3), 124-130. https://doi.org/10.1207/s15430421tip3903_2.
Chandratre, S., & Chandratre, M. S. (2015). Marketing of library and information services. Journal of Commerce and Management Thought, 6(1), 162-175.
Eke, H. N. (2012). Creating a digital footprint as a means of optimizing the personal branding of librarians in the digital society. Webology, 9(2), 31-40. http://www.webology.org/2012/v9n2/a100.html.
Eltemasi, M., Eltemasi, M., & Ranjbaran, M. (2022). Challenges of using library applications in university libraries (case study of Tehran university of medical sciences). Sciences and Techniques of Information Management, 8(4), 23-44. https://doi.org/10.22091/stim.2022.7866.1735.
Epstein, H. A. B. (2020). Logos and signatures: An important element of outreach. Journal of Hospital Librarianship, 20(1), 72-77. https://doi.org/10.1080/ 15323269.2020.1702844.
Gall, D. (2010). Librarian like a rock star: Using your personal brand to promote your services and reach distant users. Journal of Library Administration, 50(5-6), 628-637. https://doi.org/10.1080/01930826.2012.707952.
Germain, C. A. (2008). A brand new way of looking at library marketing. Public Services Quarterly, 4(1), 73-78. https://doi.org/10.1080/15228950802135806.
Gibbs, G.R. (2007). Analyzing qualitative data: thematic coding and categorizing. London: Sage.
Hariff, S. & Rowley, J. (2011). Branding of UK public libraries. Library Management, 32(5/4), 346-360. https://doi.org/10.1108/01435121111132338 .
Heding, T., Knudtzen, C.F. & Bjerre, M. 2009. Brand management: research, theory and practice. London and New York: Routledge.
Henry, A. N. (2021). Building a library brand: Five strategies for solo marketers. Public Services Quarterly, 17(2), 129-135. https://doi.org/10.1080/15228959.2021.1896414.
Hepburn, P., & Lewis, K. M. (2008). What’s in a name? Using card sorting to evaluate branding in an academic library’s web site. College and Research Libraries, 69(3), 242-251. https://doi.org/10.5860/crl.69.3.242.
Hojjat Hoseini, S. Z. (2021). Service patterns and functional strategies for academic libraries during Corona: A text-study study. Popularization of Science, 11(2), 188-212. https://doi.org/10.22034/popsci.2021.288192.1091.
Hommerová, D. 2016. Branding of non-profit organizations exemplified by libraries. Marketing Identity, 4 (1/2), 73-83. https://www.ceeol.com/search/article-detail?id=534361.
Hommerová, D., Šrédl, K., & Dbalá, K. (2020). Analysis of the awareness and popularity of the brand of a selected education and research library in the Czech Republic: A case study. Information, 11(8), 1-20. https://doi.org/10.3390/info11080373.
Hood, D., & Henderson, K. (2005). Branding in the United Kingdom public library service. New Library World, 106(1208/1209), 16-28. https://doi.org/10.1108/ 03074800510575320.
Jalilpour, P. (2015). Marketing libraries and information centers in Iran: A literature review. Information and Communication Quarterly Book Review, 2(5), 283-298.
Jevons, C. (2006). Universities: A prime example of branding going wrong. Journal of Product & Brand Management, 15(7), 466–467. https://doi.org/10.1108/ 10610420610712856.
Kalbande, D.T. (2019). Digital footprint for the personal branding of librarians in the digital society. Library Philosophy and Practice, 2437. https://digitalcommons.unl.edu/libphilprac/2437/.
Katsirikou, A. & Oikonomou, A. (2012). User centered libraries and brand name: the case of Greek public libraries. Paper presented at the 2th Qualitative and Quantitative Methods in Libraries Conference, Chania, Crete, Greece.
Khattab, D. (2018). Usage of sentiment analysis in the context of library brand perception. Bosniaca, 23,17-25. https://doi.org/10.37083/bosn.2018.23.17.
Keller, K.L. (2001). Building customer-based brand equity: a blueprint for creating strong brands. Cambridge, MA: Marketing Science Institute.
Keller, K.L. (2013). Strategic brand management: building, measuring, and managing brand equity (4thed). Boston, MA: Pearson.
Kenneway, M. (2006). Branding for libraries: Communicating your value to increase your reader awareness and usage of the library service. Serials, 19(2), 120-126.
Litsey, R., & Daniel, K. (2013). Resources anytime, anywhere: Branding library services, a case study of Texas Tech's document delivery department. Journal of Interlibrary Loan, Document Delivery & Electronic Reserve, 23 (1), 19-34. https://doi.org/10.1080/1072303X.2013.785462.
Mahdi, R., & Ramadhan, F. W. (2019). Local content promotion in forming Malang city public library's brand equity. Edulib, 9(2), 170-178. http://dx.doi.org/10.17509/edulib.v9i2.18648.
Miles, M.B., Huberman, A.M. & Saldana, J. (2014). Qualitative data analysis (3thed). Los Angeles, London, New Delhi, Singapore, Washington DC: Sage.
Mohsenzadeh, F. & Isfandyari‐Moghaddam, A. (2009). Application of information technologies in academic libraries. The Electronic Library, 27, 6, 986-998. https://doi.org/10.1108/02640470911004075.
Mwanzu, A., & Wendo, D. R. (2017). Re-branding libraries to embrace open space and aesthetic reflections: A case of USIU-Africa as a benchmark of Kenyan libraries. Library Hi Tech News, 34(1), 6-10. https://doi.org/10.1108/LHTN-10-2016-0045.
Myers, J., Oppenheim, C., & Rogers, S. (1979). Characteristics of brand names used in marketing information products and services. Aslib Proceedings, 31(12), 551-560. https://doi.org/10.1108/eb050712.
Ogbonnaya, E. A. (2019). A model of branding public library in Nigeria. International Journal of Innovative Research and Advanced Studies (IJIRAS), 6(10), 1-6.
Ottong, E.J., Eyo, E.B.E. & Ottong, U.J. (2014). Librarians' personal branding through information technology for effective service delivery in Nigerian university libraries. American Journal of Service Science and Management, 1(2), 17-21.
Peng, C. (2021). Research on the construction of characteristic service brand of university library. International Journal of Social Sciences in Universities, 4(1), 86-87.
Peters, A., & Kemp, J. (2014). Ask us anything: Communicating the value of reference services through branding. Public Services Quarterly, 10(1), 48-53. https://doi.org/10.1080/15228959.2014.875784.
Pinar, M., Trapp, P., Girard, T., & Boyt, T. E. (2013). University brand equity: An empirical investigation of its dimensions. International Journal of Educational Management, 28(6), 616-634. https://doi.org/10.1108/ijem-07-2013-0096.
Pinfield, S., Cox, A. & Rutter, S. (2017). Mapping the future of academic libraries: a report for SCONUL. Society of College, National and University Libraries (SCONUL). 68p.
Rahmad, F., Noordin, S.A., Bunawan, A., Amin, Z.A., Mustaffar, M.Y., Ahmad, N.R., & Abu Bakar, A. (2013). The impact of corporate rebranding on Malaysian public library users. Paper presented at the 22nd. International Business Information Management Association Conference, IBIMA, Rome, Italy, 13-14 November, 2013.
Roughen, P.F. (2015). The artist and the library brand: Maurice Sendak’s reflections on the meaning of the murals of max and the wild things at Richland library. Red Feather Journal, 6 (1), 9-20.
Roughen, P.F. (2016). System branding in three public libraries: Live Oak public libraries, Charlotte Mecklenberg library, and Richland library. Library Philosophy and Practice (e-journal), 1442. https://digitalcommons.unl.edu/libphilprac/1442/.
Roughen, P.F. & Solomon, P. 2011. Knowledge and design in the development of public library brand identity and innovation. Proceedings of the American Society for Information Science and Technology, 48 (1), 1-2. https://doi.org/10.1002/ meet.2011.14504801348.
Roughen, P. F., & Swain, D. E. (2020). Building innovative brands: Cases of tacit and explicit knowledge conversions in children’s libraries. Public Library Quarterly, 39(6), 537-557. https://doi.org/10.1080/01616846.2019.1702448
Rowley, J. (1997). Managing branding and corporate image for library and information services. Library Review, 46(4), 244-250.
Rowley, J. (2004a). What a tangled information brand web we weave. Information Services & Use, 24(2), 73-82.
Rowley, J. (2004b). Online branding. Online Information Review, 28(2), 131-138. https://doi.org/10.1108/14684520410531637.
Safaei, Z., Khosravi, A., & Beglou, R. R. (2021a). Identifying the characteristics of librarians in branding Iranian libraries and medical information centers: A qualitative study. Health Information Management, 17(6), 302-308. https://doi.org/10.22122/ him.v17i6.4243.
Safaei, Z., Khosravi, A., & Beglou, R. R. (2021b). Proposing a conceptual model of branding in libraries and information centers. Library and Information Research, 10(2), 184-207. https://doi.org/10.22067/infosci.2021.23984.0.
Safaei, Z., Khosravi, A., & Beglou, R. R. (2022). The role of buildings and equipment in branding medical libraries and information centers in Iran (qualitative study). Management of Information Resources & Services, 9(1), 1-12. https://doi.org/10.30473/mrs.2022.65178.1532.
Safaei, Z., Beglou, R. R., & Khosravi, A. (2023). How to provide services in line with the branding of libraries and medical information centers in Iran (qualitative study). Sciences and Techniques of Information Management, 9(1), 229-252. https://doi.org/10.22091/stim.2022.7604.1694.
Sahli, F., & Alidousti, S. (2021). Conceptualization of the libraries’ brand based on a systematic literature review. Research on Information Science & Public Libraries, 27(1), 103-134. http://publij.ir/article-1-2251-fa.html.
Sahli, F., & Alidousti, S. (2023). Validating the branding model of academic libraries. Librarianship and Information Organization Studies, 34(2), 31-70. https://doi.org/10.30484/nastinfo.2023.3418.2213.
Sahli, F., Alidousti, S., & Naghshineh, N. (2023a). Branding in libraries: Identifying key requirements and dimensions to provide a conceptual model. Journal of Librarianship & Information Science, 55(1), 151-166. https://doi.org/10.1177/09610006211056650.
Sahli, F., Alidousti, S. & Naghshineh, N. (2023b). Designing a branding model for academic libraries affiliated with the Ministry of Science, Research, and Technology in Iran. Library Hi Tech. https://doi.org/10.1108/LHT-02-2022-0111.
Sahli, F. & Esmaili Givi, M.R. (2014). Branding capabilities in information and knowledge services, applying grounded theory. Journal of Academic Librarianship and Information Research, 48(2), 201-241. https://doi.org/10.22059/jlib.2014.53026 .
Saldana, J. (2013). The coding manual for qualitative researchers. Los Angeles, London, New Delhi, Singapore, Washington DC: Sage.
Santos, J. L. G. D., Cunha, K. S., Adamy, E. K., Backes, M. T. S., Leite, J. L., & Sousa, F. G. M. (2018). Data analysis: comparison between the different methodological perspectives of the Grounded Theory. Revista da Escola de Enfermagem da U S P, 52, e03303. https://doi.org/10.1590/s1980-220x2017021803303.
Shaboni, Z. & Muqrafzali, S.M. (2016). Evaluation of university libraries in Kerman city and their comparison with the standards of university libraries in Iran. Paper presented at the 3th International Conference on Modern Research in Management, Economics & Humanities, Batumi, Georgia.
Shaffer, R.I. (2003). Using branding to make your mark (et) what lessons leaders can learn for library and information science. The Acquisitions Librarian, 14(28), 81-91. http://dx.doi.org/10.1300/JIOIv14n28_05.
Sharma, A.K., Majumdar, A.J. & Uraon, A. (2017). Branding and marketing your library and services: case study of Rabindra library. Paper presented at the 1th International Conference on Transforming Library, Guwahati, India.
Shuan-Neng, L. & Chia-Hua, L. (2016). The effect of brand experience and brand equity on library: the case study of NOT JUST LIBRARY. JSSD: Japanese Society for Studies Design, 187-189.
Singh, R. (2011). Re-branding academic libraries in an experience culture. Kansas Library Association College and University Libraries Section Proceedings, 1(1), 91-95. https://doi.org/10.4148/culs.v1i0.1365.
Singh, R., & Ovsak, A. (2013). Library experience matters! Touchpoints to community engagement. Journal of Library Administration, 53(5-6), 344-358. https://doi.org/10.1080/01930826.2013.876826.
Singh, R., & Trinchetta, G. G. (2019). Community connections: Advocating for libraries through effective brand advocacy. Public Library Quarterly, 39(4), 295-309. https://doi.org/10.1080/01616846.2019.1613626.
Stimson, N. F. (2007). Library change as a branding opportunity: Connect, reflect, research, discover. College & Research Libraries News, 68(11), 694-698. http://dx.doi.org/10.5860/crln.68.11.7905.
Strauss, A. & Corbin, J. (1998). Basics of qualitative research: techniques and procedures for developing grounded theory. Thousand Oaks, CA: Sage.
Suddaby, R. (2006). From the editors: What grounded theory is not. Academy of Management Journal, 49(4), 633-642. https://doi.org/10.5465/amj.2006.22083020.
Tian, Y., & Song, X. (2024). Emotional expression and brand identity in library logo design exploration and practice in a historical context. Herança, 7(2), 1-13. https://doi.org/10.52152/heranca.v7i2/861.
Tomcik, L. (2015). Tying it all together: Utilizing market research to inform a marketing plan and further library branding. Public Services Quarterly, 11(1), 59-65. https://doi.org/10.1080/15228959.2014.995856.
Trendler, A. (2016). Branding the branch: A case study in marketing the architecture library at Ball State University. Art Documentation: Journal of the Art Libraries Society of North America, 35(1), 130-143. https://doi.org/10.1086/685981.
Twum, K. K., Yalley, A. A., Agyapong, G. K. O., et al. (2020). The influence of public university library service quality and library brand image on user loyalty. International Review on Public and Nonprofit Marketing, 18(2), 1-21. https://doi.org/10.1007/s12208-020-00269-w.
Walton, G. (2008). Theory, research, and practice in library management 5: Branding. Library Management, 29(8/9), 770-776. https://doi.org/10.1108/01435120810917369.
Wengler, S. (2018). Branding matters: Reimagine your library services. College & Research Libraries News, 79(3), 118-121.
Worley, L. (2015). Branding and promoting law firm libraries. Legal Information Management, 15(3), 165-167. https://doi.org/10.1017/S1472669615000407.
Yap, S., & Yeo, G. (2007). Reaching out, building bonds: NUS libraries for knowledge, for inspiration, for life. Library Management, 28(8/9), 569-576. https://doi.org/10.1108/01435120710837846.