Branding in libraries: Identifying key requirements and dimensions to provide a conceptual model

Abstract

The purpose of this review is to explore factors affecting brand building in libraries. Based on the nine steps of the National Health Service (NHS) center for reviews and dissemination, articles on the subject of library branding were searched in nine Iranian databases and seven international databases. The search period includes all date range of databases until 7–22 January 2021. The results were assessed for quality and 44 English articles and 3 Persian articles were selected for further analysis. Factors in promoting libraries brand building fall five categories. They include library architecture, library information resources and services, librarians’ personal branding, marketing, and library management. Inhibiting factors in libraries brand building have two final categories including internal and external inhibiting factors to brand building. Internal inhibitors covered branding costs, lead-time for branding, effort for branding and its management, the difficulty of strategic brand planning, and library staff unpreparedness. External inhibitors covered the difficulties of branding in the digital age and the economic situation of the country. If libraries manage their brand and move toward rebranding in line with the new information environment, they will be able to survive in today’s competitive world and build their true value in relationship with users.