Implementation of Corporate Brand Architecture in Entrepreneurship-Based Islamic Schools

Abstract

The existence of a brand is important in line with the organization/company's business in introducing, developing and strengthening. Islamic schools as entities operating in the services sector, require a brand name as an identity and promotional media to attract prospective students as the level of competition between schools becomes increasingly competitive. This research aims to determine and explain the implementation of brand architecture strategies for Islamic schools affiliated with company names. The research method used was qualitative through a case study approach at the Qur'anic LeaderPreneur (QLP) Middle School (SMP) Rabbani Bandung with research informants namely the Principal and Deputy Director of Education at the Rabbani Asysa Foundation. Data collection techniques in this research were through observation, interviews and literature study. The research results show that the brand architecture formed at QLP Rabbani Bandung Middle School uses the name "Rabbani" as a monolithic strategy which is implemented in the visual appearance of the logo and school artifacts which function as the main identity of the entrepreneurship-based Islamic school trademark element. The implementation of the monolithic strategy of the name "Rabbani" can be an added value that can attract public attention regarding the Islamic education services provided by the Rabbani Holding Company. The research conclusions show that the QLP Rabbani Middle School brand architecture intersects with the Rabbani Holding Company brand positioning which represents the company's values so that the "Rabbani" brand equity that is formed in society becomes more easily recognized and liked by prospective parents and new students.