How to Provide Services in Line with the Branding of Libraries and Medical Information Centers in Iran (Qualitative Study)

Purpose: Today, due to the competitiveness of the information and information space, it is necessary for libraries to reconsider their traditional approaches to meet the information needs of their potential and actual users and to avoid competing with other information actors. In the meantime, pursuing and applying strategies based on information marketing and branding in the library environment can be considered an effective way to achieve the real position of libraries. Therefore, the present study was conducted to identify the services required for branding in Iranian libraries and medical information centers.Methods: This is a qualitative study with the deductive approach conducted using semi-structured interviews with some managers in libraries and medical information centers. Purposeful sampling was employed to gather data.Findings: Based on the findings of this study, the two main concepts of specialized services (including information services, research and scientometrics, and education) and public services (including welfare services, public health, support, and culture) with 7 components and 33sub-codes related It was identified by providing and diversifying services in branding these libraries.Conclusions: Providing modern and high-quality specialized services needed by today's users causes the view of the community and users towards the library to change and these stakeholders to have a stronger perception of libraries and information centers of medical universities. Therefore, the managers of these information centers should take the necessary measures in providing services to brand the libraries under their management.