assessing the familiarity of librarians with the factors influencing users' awareness of the brand of libraries and information centers of iranian universities of medical sciences

Introduction: libraries need effective branding strategies due to the challenges of competition with other information providers. due to the rapid changes in information technology, branding is essential in these libraries. the present study investigated the level of familiarity of librarians and library managers of medical sciences universities in iran with the factors that increased branding awareness in 2023.methods: this study used a descriptive survey method. the research community consisted of librarians and library managers from medical sciences universities in iran. the sample size was 167 people using the available sampling method. the data collection tool was a researcher-made questionnaire containing twenty-one questions. data were collected through porsline and analyzed with spss software version 24.results: the results revealed that librarians and library managers are familiar with factors affecting awareness of the libraries' branding, which are librarians' abilities and characteristics (mean score of 28.41 equivalent to 93.3%), library services (mean score of 23.22 equivalent to 91.1%), library technologies (mean score of 22.12, equivalent to 85.6%), and architecture and equipment (mean score of 22.56, equivalent to 87.8%). the overall score of librarians' familiarity with the branding was 96.21 (89.5%).conclusion: branding is an effective tool for achieving the goals of libraries and changing their image in users' minds. librarians are familiar with branding concepts but need more training in library technologies. diverse services, new technologies, and appropriate architecture affect the promotion of branding awareness and the improvement of user experience. therefore, using the latest technologies and holding training courses helps to improve branding and user satisfaction. the results can help managers to design branding improvement programs.