Strategy to Build a Brand Image of Madrasah Aliyah Al-Amiriyyah Blokagung Banyuwangi
Abstract
This study discusses strategies in building brand image at Madrasah Aliyah (MA) Al-Amiriyyah Blokagung, Banyuwangi. Educational institutions often face challenges in their public image. This study aims to analyze the strategies applied in building brand image and the benefits it generates for the madrasah. The research method used is qualitative with a case study approach. Data were collected through interviews, observations, and documentation, with research subjects including the head of the madrasah, WKS Humas, education staff, as well as parents and OSIS. Data analysis techniques include data reduction, data presentation, and drawing conclusions, with data validity checked through triangulation of sources and techniques. The results of the study indicate that the negative image of MA Al-Amiriyyah is caused by an unprofessional publication system. To overcome this, the madrasah management implemented various strategies, including superior programs, to reconstruct the image into a quality school. This strategy gradually forms a more positive and attractive school brand for the community.
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