Abstract
Choosing the best school is important for some people. the best school benchmark is a school that has a big name brand image in view of the majority of society. Lately more and more educational institutions are emerging, every institution is competing to improve the quality in order to win the competition. Schools that have a good image in the eyes of the public will win this competition. Therefore, brand image is an important thing that must be considered by education providers. This paper aims to determine the steps to form a brand image in Islamic Senior High School of Nurul Jadid Paiton Probolinggo as an effort to improve competitiveness. This study used a qualitative approach with the method of data mining in the form of observation, interview, and tracing of related documents.The results of this study indicate that there are several steps taken by Islamic Senior High School Of Nurul Jadid institution in forming brand image, which is institutional accreditation, inculcate good student behavior, improve student achievement, improve teacher quality and graduate quality, hold excellent activities, with alumni. These steps can improve competitiveness, with school accreditation, good graduate quality, student achievement, and student behavior have attracted the attention of the community to choose to continue their studies in Islamic Senior High School of Nurul Jadid, as well as being a challenge for other institutions.
Highlights
Abstrak Memilih sekolah yang terbaik merupakan hal penting bagi sebagian masyarakat
This paper aims to determine the steps to form a brand image in Islamic Senior High School of Nurul Jadid Paiton Probolinggo as an effort to improve competitiveness
This study used a qualitative approach with the method of data mining in the form of observation, interview, and tracing of related documents.The results of this study indicate that there are several steps taken by Islamic Senior High School Of Nurul Jadid institution in forming brand image, which is institutional accreditation, inculcate good student behavior, improve student achievement, improve teacher quality and graduate quality, hold excellent activities, with alumni
Summary
4. Dan kemampuan menegakkan posisi yang menguntungkan.[25] Istilah brand berasal dari kata brand yang berarti “to brand” yaitu suatu aktifitas yang dilakukan oleh orang-orang peternak sapi di Amerika untuk memudahkan identifikasi kepemilikan sebelum dijual ke pasar dengan cara memberi tanda pada ternak-ternak mereka.[26] Dalam UU Merek No 15 Tahun 2001 pasal 1 ayat 1, brand (merek) adalah “tanda yang berupa gambar, nama, kata, huruf-huruf, angka-angka, susunan warna, atau kombinasi dari unsur-unsur tersebut yang memiliki daya pembeda dan digunakan dalam kegiatan perdagangan barang atau jasa”. Dengan demikan jika istilah brand kita kaitkan dengan dunia pendidikan dapat dikatakan bahwa brand adalah suatu nama, istilah, simbol, tanda, desain kombinasi dari semua hal yang digunakan untuk memberikan pengenalan terkait produk sekolah tertentu terhadap pesaing sekolah yang lainnya. Jika dikaitkan dengan dunia pendidikan bahwa “merek-merek yang kuat akan memberikan jaminan kualitas dan value (nilai) yang tinggi terhadap stakeholders sehingga mempunyai dampak akhir yang luas bagi institusi pendidikan”.32 seperti halnya yang dipaparkan pada table dibawah
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