Research synthesis of branding factors and criteria for higher education

Research synthesis of branding factors and criteria for higher education is the main aim of this study. The study is applicable in terms of purpose; research approach is qualitative of research synthesis type and the strategy is used based on the meta- synthesis of the theoretical frameworks and previous related research. The research community includes all countries whose branding information on higher education is available. The research sample includes 160 research abroad and 29 researches at the national level. For analyzing process of the synthesis data, the coding method was used for inductive content analysis. Accordingly, after examining the issue of branding in universities and higher education institutions, the most important branding factors and criteria were identified and selected from the research. In the next stage, based on theoretical foundations and research background, all the factors presented in the field of branding of higher education have been placed in the concepts and categories of the Lencastre & Côrete-Real branding approach. The Lencastre & Côrete-Real branding model has three concepts of identity, goal, and response, each of which contains three categories:  core, real and value added. Accordingly, research findings show that university branding is done in the form of two stages of brand equity creation planning (concepts of identity and purpose) and measuring brand equity (response concept). The brand equity planning phase includes the variables of naming, location, logo, educational missions, research, policy-making, internationalization, finance and infrastructure, personnel and personnel affairs, products and services, students, marketing and graduates. In the following, research has proposed strategies for each of these variables. Also, the findings of the university brand equity assessment stage include two parts, external and internal. The most important strategies for measuring external brand value include university academic reputation, university reputation, students' feelings and affection towards the university, brand loyalty and brand awareness, and the most important strategies for measuring internal brand value including graduate affairs, student services, student empowerment, infrastructure and The financial dimension of the university. In the following, the most important indicators for measuring the special value of the university brand in both internal and external dimensions are presented. In the following, the most important indicators for measuring the special value of the university brand in both internal and external dimensions are presented. Successful and effective implementation of the higher education brandingrequires adequate infrastructures, preparedness at the levels of knowledge, skill and attitude among students and professors as well as appropriate designing of educational programs based on meticulous needs assessments in the target population.