Journal of New Advances in Educational Management

Journal of New Advances in Educational Management

Key Drivers Influencing the Branding of Non-Profit Schools: A Meta-Synthesis Study

Document Type : Original Article

Authors
Fatemeh Shakermian 1
Mohsen Nazarzadeh Zare 1
Seyed Mehdi Mirmehdi 2
1 Department of Educational Sciences, Faculty of Literature and Humanities, Malayer University, Malayer, Iran
2 Department of Business Management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran
10.22034/njournal.2025.527076.1048
Abstract
Introduction and Objective: Prior studies has extensively explored the dimensions and influencing factors of branding; however, a comprehensive and in-depth examination of key drivers specifically tailored to the unique structure of non-profit schools remains limited. Furthermore, much of the existing literature lacks an integrated approach to offer a holistic perspective on essential branding drivers within educational institutions. Consequently, this study aimed to identify the pivotal drivers that effectively contribute to the branding of non-profit schools.

Research Methodology: This qualitative study employed a meta-synthesis method, adhering to the seven-step model proposed by Sandelowski and Barroso (2006). The research population comprised all academic articles, reports, and both domestic and international dissertations published between 2010 and 2025, focusing on the branding of educational institutions.

Findings: Through a thorough review and analysis of previous studies findings, followed by a meticulous coding and categorization process, key drivers influencing the branding of non-profit schools were identified. These drivers were systematically grouped into two primary categories—"Perceptual" and "Structural"—and further delineated into seven sub-categories: strong organizational image, positive customer experience, effective public relations and advertising, high-quality educational services, competent human resources, up-to-date physical and technological infrastructure, and strategic management and leadership.

Discussion and Conclusion: The overarching findings of this study indicate that successful branding for non-profit schools in Iran necessitates a holistic consideration of both perceptual and structural factors. Given the profound influence of cultural, social, and economic elements on Iranian families' selection of non-profit schools, a balanced strategy—integrating educational quality with robust physical facilities, while simultaneously cultivating trust and loyalty—is paramount. Emphasizing these critical factors can significantly bolster the competitive standing of non-profit schools, transforming them into prominent and dependable institutions within the educational landscape.
Keywords
Branding
School Branding
Non-profit Schools
Key Drivers
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  • Receive Date 30 May 2025
  • Revise Date 03 July 2025
  • Accept Date 13 July 2025
  • Publish Date 23 September 2025