Evaluation of Tarbiat Modares University brand based on University Brand Ecosystem Model

Purpose – Analyzing organization brand is a way to services perception. Tarbiat Modares University is a university in Iran-Tehran. We have considered brand of this university in order to providing a basis for analyzing student satisfaction, creating value for its brand and providing an efficient model for managing it. For this purpose we use University Brand Ecosystem Model presented by Pinar et al (2011).
Design/methodology/approach – For collecting data a questionnaire was designed consisting of 63 questions which measure student satisfaction, academic activities, supporting activities, and the effect of external factors on brand of Tarbiyat Modares University. Factor analysis shows 5 questions are inappropriate therefore we removed them. The Statistical Population is all students of Tarbiyat Modares University and the sample is 95 persons based on the Cochran formula.
Findings – Findings show that academic activities (student-student, student-employee and student-faculty relationships) influence student satisfaction and Tarbiyat Modares university brand, but from supporting activities, just community service and student life entered the model. And also only two factors of external components “alumni and employers” entered the model
Practical implications – This survey can help Tarbiat Modares University to identify its weaknesses, develop strategies to overcome them and further improve the community’s image of itself.
Originality/value – This paper presents the crucial dimensions of university activities for building successful brand.