摘要：AbstractThis research studies the perspective of Iran's superior schools principals about using school brands in order to enter the competitive market of schools (schooling market). Research type in respect with method is qualitative. Through deep interview and challenging questions, 8 superior schools’ principals were questioned about the importance of brands in the competitive market of schooling. Findings of this research showed that principals paid too much attention to the brands of their schools as a privilege to distinct themselves in the competitive market of schooling, so that they can attract more students and gain more benefits.
