PROVIDING A FRAMEWORK FOR BRANDING TECHNICAL UNIVERSITY USING LANCASTER AND KURT RAIL MODELS (CASE STUDY OF SHARIF UNIVERSITY OF TECHNOLOGY)

The purpose of this study is to provide a framework for branding a technical university using the Lancaster and Kurt rail models. The research is applied in terms of purpose, descriptive in terms of data collection method and field in terms of implementation. The research sample is selected by purposive sampling method and includes 23 people. The data collection tool is a semi-structured interview. The research results show that university branding includes three concepts of identification, goal setting and response. Each concept has three categories, main, real and value added. For each category, one or more variables are presented. In the sense of brand identity, it is legally unique and has an independent identity in a competitive market. The main category includes naming, the actual category includes the logo and the value-added category includes university missions. The concept of purpose includes the services and products of the university and its requirements. The main category includes products or services and students, the real category includes staff and faculty, the added target category includes marketing and graduates. The concept of answer is to interpret the market performance of the university brand in the market. The main category includes the fastest person, the real category includes the image or perception of the person and the value added category includes the core value of the university brand. In the following, the strategies obtained for branding technical universities are categorized.