The strategies of brand image building at private institution of Islamic education in Purwokerto

Abstract

This research aims to analyse the strategy implemented by private institution of Islamic education in building brand image. It is very crucial for the educational institution to build the brand image in order to survive within the competitive struggle. Unfortunately, there is still a few of Islamic education which is aware of it.  So, they have difficulty competing with other educational institutions having significant capital, a good brand image, and been accepted by the wider public. The method used were interview, observation, and documentation while to analyze the data the researcher used  data collection, data reduction,  presentation of data, and conclusio. The result showed that madrasa conducted developing brand awareness by highlighting the distinctiveness and excellence possessed by the institution. Furthermore, the institution makes brand recognition by providing education and socialization to the community by arranging creative competition events for prospective students, seminars, social services, educational exhibitions, involving schools in local and national events, and publication of school achievements in print and electronic media, creating social media platforms such as, Facebook, IG, blogs, TikTok, etc. The other effort in building a brand association was by forming a strong and distinctive character which differ from other educational institutions. This strategy is carried out by implementing the tahfidz al-Quran program in which the students are expected to memorize at least 15 chapters and master the basic intermediate level of classical books.