Strategy for Building Brand Image to Enhance the Competitiveness of Madrasah Ibtidaiyah Negeri 4 Tulungagung
DOI:
https://doi.org/10.56404/priem.v1i2.410Keywords:
Brand Image, Competitiveness, Madrasah Ibtidaiyah Negeri 4 TulungagungAbstract
This study aims to analyze the strategies for building brand image to enhance the competitiveness of educational institutions at Madrasah Ibtidaiyah Negeri (MIN) 4 Tulungagung. This research employed a qualitative approach with a case study design. Data were collected through in-depth interviews, observations, and documentation. The research informants included the head of the madrasah, teachers, educational staff, and supporting documents related to brand image development strategies. Data analysis was conducted using the interactive model of Miles, Huberman, and Saldaña, consisting of data condensation, data display, and conclusion drawing and verification. Data validity was ensured through source, technique, and time triangulation. The findings reveal that the strategy for building brand image at MIN 4 Tulungagung is systematically implemented through the management functions of Planning, Organizing, Actuating, and Controlling (POAC). The identity of the Madrasah Qur’ani is manifested through flagship programs based on the UMMI method, religious culture habituation, improvement of educational service quality, and optimization of digital media. The implementation of these strategies contributes positively to strengthening the competitiveness of the madrasah, as indicated by increased public trust, growth in new student enrollment, improved academic and non-academic achievements, and the strengthening of a positive institutional image. This study confirms that brand image development integrated with institutional management functions serves as an effective strategy for enhancing the sustainable competitiveness of madrasah
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