DRIVERS AND BARRIERS OF BRANDING STRATEGY IMPLEMENTATION IN AN ISLAMIC SECONDARY SCHOOL

Abstract

This study examines the drivers and barriers of branding strategy implementation in an Islamic secondary school, using MTs Darul Arifin, Muaro Jambi Regency, as a case study. In an increasingly competitive educational environment, Islamic schools are required to manage institutional branding strategically while maintaining their religious identity. This research employed a qualitative case study approach. Data were collected through in-depth interviews, participant observation, and document analysis involving the head of the madrasah, administrative leaders, teachers, and relevant staff. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings reveal that branding implementation is strongly supported by visionary leadership, a clear institutional identity grounded in flagship programs such as Qur’an memorization and classical Islamic learning, organizational support, and active use of digital media. Conversely, branding effectiveness is constrained by limited human resource capacity in digital communication and persistent public perceptions that associate pesantren-based schools with traditional education. The study concludes that branding in Islamic secondary schools functions effectively when it is integrated into institutional management and educational practices rather than treated as a purely promotional activity. Strategic leadership, capacity development, and authentic communication are essential for sustaining branding effectiveness and strengthening public trust.