Barriers and Facilitators of Branding in Iranian Medical Libraries and Information Centers (MLICs)

Introduction: Library branding is a strategy that creates a positive and long-standing im-age towards the provided services in the minds of users. The present study aimed to explore the barriers and facilitators of branding in libraries and medical information centers in Iran. Design/materials: This is a qualitative study with the deductive approach conducted using semi-structured interviews with some managers in libraries and medical information cen-ters. Purposeful sampling was employed to gather data. Content analysis was also per-formed using Maxqada software version 2018 to format the data. Findings: The obtained results revealed that in order to materialize the branding in librar-ies, four key structures, including librarians, services, physical equipment and infrastruc-tures, and technology, along with their sub-components, must be improved. Conclusion: This study offers insights to help libraries survive in competitive environ-ments and, at least, maintain their users by providing innovative and distinguished services. In this regard, the mentioned four key structures need to undergo significant changes.