Madrasah and Pesantren Branding: Building the Image of Excellent Islamic Educational Institutions
https://doi.org/10.54012/ijcer.v5i2.895
Abstract views: 44
PDF downloads: 20
Keywords:
Educational Branding, Institutional Image, Madrasah, Pesantren, Islamic Education Management, Integrated Marketing Communication, Educational Branding, Institutional Image, Madrasah, Pesantren, Islamic Education, Integrated Marketing Communication, Digital Branding.Abstract
Madrasahs and pesantren (Islamic boarding schools) in Indonesia face both challenges and opportunities in building and maintaining their image as excellent educational institutions in an era of global competition and digitalization. This article aimed to analyze effective branding strategies for Islamic educational institutions by integrating Islamic values as core values. Utilizing a systematic literature review approach, this study examines recent literature on marketing management and educational branding in Islamic contexts. The analysis indicates that constructing an institutional image of excellence requires a paradigm shift from traditional institutions to professionally managed entities. Key strategies include: (1) formulating differentiation based on the integration of general science and religious studies, (2) implementing integrated image communication through digital branding and public relations, and (3) maintaining a balance between da'wah (proselytization) orientation and managerial professionalism. The article concludes that the success of madrasah and pesantren branding depends on their ability to consistently articulate an authentic brand identity across all communication channels. The practical implication of this study is a conceptual model that institutional managers can adopt to enhance competitiveness and public image. Future research is recommended to empirically test the effectiveness of these strategies and explore stakeholder perceptions in depth.
Downloads
References
H. Baharun, E. Enas, and R. L. Noviana, “Quality Improvement As A Strategy to Build Pesantren’s Brand Credibility,” Al-Ishlah J. Pendidik., vol. 14, no. 1, pp. 529–538, 2022.
M. F. Amin, N. Najiburrahman, and A. M. Hakim, “Revitalizing the Madrasah Brand: A Strategic Roadmap for Enhancing Quality and Fortifying Image,” J. Educ. Manag. Res., vol. 2, no. 2, pp. 69–84, 2023.
M. Hilmi, M. A. Nasir, S. Saparudin, F. Dahlan, and S. Saharudin, “Tahfiẓ Al-Qur’an as Brand Image of Modern Islamic Education in Lombok,” QALAMUNA J. Pendidikan, Sos. Dan Agama, vol. 15, no. 2, pp. 483–496, 2023.
I. Rahmawati, H. Anwar, K. Wathoni, and I. Maromi, “Building Public Trust through The Excellency Program; A Study on Tahfidz Branding in Pesantren,” Al-Tanzim J. Manaj. Pendidik. Islam, vol. 7, no. 1, pp. 287–298, 2023.
B. Pramono, A. Rifaudin, Z. Muttaqin, A. Fauzi, and R. Firdaos, “Marketing Strategy of Islamic Educational Institutions in Indonesia : Systematic Literature Review,” Mark. Strateg. Islam. Educ. Institutions Indones. Syst. Lit. Rev., vol. 14, no. 3, pp. 5355–5368, 2025.
A. Fradito, “Strategi pemasaran pendidikan dalam meningkatkan citra Lembaga Pendidikan Islam: Studi Multikasus di SDI Surya Buana dan MIN Malang 2,” 2016, Universitas Islam Negeri Maulana Malik Ibrahim.
D. A. Hasan, H. Purwanto, N. A. Anggraeni, and N. M. Ismail, “Salaf Islamic Boarding School Marketing Strategy in the Digital Era,” Edumaspul J. Pendidik., vol. 7, no. 2, pp. 3318–3324, 2023.
W. C. Opan Arifudin, Ifah Khadijah, Rahman Tanjung, Ita Musfirowati Hanika, Acai Sudirman , Rayinda Eva Rahmah, Hastuti Marlina, Arafat Alhally, Ida Nurmayanti, Lisa Indarsih Palindih, Manajemen Pemasaran Pendidikan. Bandung: Widina Bhakti Persada, 2020.
F. Dwiyama and R. Nurhasanah, “The Role Of Stakeholder In Building A Brand Image At Madrasah Aliyah,” Nidhomul Haq J. Manaj. Pendidik. Islam, vol. 5, no. 3, pp. 375–391, 2020.
U. Kango, A. Kartiko, and M. A. Maarif, “The effect of promotion on the decision to choose a higher education through the brand image of education,” Al-Ishlah J. Pendidik., vol. 13, no. 3, pp. 1611–1621, 2021.
A. Tayeb, “Shaping minds, saving souls: Managing Islamic education in Indonesia and Malaysia,” 2016.
A. Hermanto, A. Zainuddin, and N. Aini, “Strategi branding SMP berbasis pesantren Amanatul Ummah dalam membangun citra program unggulan,” Al-Abshor J. Pendidik. Agama Islam, vol. 1, no. 4, pp. 434–445, 2024.
S. Labaso, “Penerapan marketing mix sebagai strategi pemasaran jasa pendidikan di MAN 1 Yogyakarta,” Manag. J. Manaj. Pendidik. Islam, vol. 3, no. 2, pp. 289–311, 2019.
B. Sintasari and N. Afifah, “Strategi Manajemen Pemasaran Unggul Jasa Pendidikan di SMP Islam Terpadu Ar Ruhul Jadid Jombang,” Munaddhomah J. Manaj. Pendidik. Islam, vol. 3, no. 1, pp. 13–26, 2022.
C. Chotimah and N. K. Akrom, “Digital Marketing for Improving Brand Image at Al-Munawwir Komplek Q Islamic Boarding School in Yogyakarta,” J. Tarbiyatuna, vol. 15, no. 1, pp. 43–53, 2024.
E. Indrioko, “Utilization of Social Media as a Digital Publication Strategy at Nurul Ulum Islamic Boarding School,” Al-Hayat J. Islam. Educ., vol. 7, no. 1, pp. 243–254, 2023.
A. M. Al Givari, “Strategi Humas dalam Membangun Citra Madrasah Menjadi Mdarasah Unggulan di Kota Malang,” Fondatia, vol. 4, no. 2, pp. 234–244, 2020.
A. Y. MUHAMMAD, “Strategi Membangun Brand Awareness Melalui Islamic Branding di Pondok Pesantren Nurul Jadid Wilayah Al-Mawaddah,” J. NAKULA Pus. ILMU PENDIDIKAN, Bhs. DAN ILMU Sos. Учредители Asos. Ris. Ilmu Manaj. dan Bisnis Indones., vol. 2, no. 3, pp. 309–325, 2024.
A. Mansyuri and A. A. Abidin, “Contribution of Digital Branding for Improving Madrasah Tsanawiyah Quality Education’s on the Pantura Area’s of Lamongan,” J. Islam. Educ. Res., vol. 4, no. 1, pp. 1–16, 2023.
M. Rofiki and U. D. Nurjannah, “Public Relations Strategy in Increasing Brand Awareness of Boarding-Based School,” Electron. J. Educ. Soc. Econ. Technol., vol. 5, no. 2, pp. 373–381, 2024.
S. Badarwan, Syamsuddin, Pairin, “Institutional Branding in Islamic Education: The Role of Strategic Brand Image in Stakeholder Perceptions,” TA’DIB JOURNAL, 29 (1), 2026, vol. 2, no. 1, 2026.
Z. Munawwaroh, P. Rahayu, U. Islam, and N. Syarif, “Digital Marketing Strategies for Enhancing Branding in Islamic Boarding Schools: A Comprehensive Analysis,” Tarbawi J. Keilmuan Manaj. Pendidik. p-ISSN 2442-8809 |e-ISSN 2621-9549, vol. 10, no. 02, pp. 199–208, 2024.
A. E. Sujianto, “Islamic Branding as a Competitive Advantage Strategy in Transformative Islamic Education,” P A L A P A J. Stud. Keislam. dan Ilmu Pendidik., vol. 14, no. 1, pp. 53–67, 2026, doi: https://doi.org/10.36088/palapa.v14i1.6181 Islamic.
A. Afandi and E. Munastiwi, “Islamic Values-Based Madrasah Branding Strategy : A Case Study of MTsN 6 Sleman and the Development of the KIPOO Conceptual Model,” J. Pendidik. Islam, vol. 14, no. 2, pp. 393–408, 2025.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Asep Ariffudin, Emil Maliki, Siti Patimah, Rifyal Ahmad Lughowi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
