Strategi Islamic Branding Smait Peradaban Al-Izzah Sorong: Upaya Membangun Citra Mutu dan Daya Saing Sekolah

Abstract

This study aims to formulate an Islamic branding strategy at SMAIT Peradaban Al-Izzah Sorong to enhance the school's quality image and competitive advantage. The primary issue identified is the gap between the school's potential strengths—such as the 30 Juz Tahfidz and entrepreneurship programs—and the low effectiveness of public relations due to unspecialized and reactive public relations management. The research methodology includes observation of school dynamics, phenomenological interviews with students, teachers, and parents, as well as SWOT analysis to map the institution's internal and external factors. The analysis results indicate that despite having strong religious cultural capital and leadership, the school faces obstacles such as an unclear brand vision, value transfer barriers in promotional media, and a weak visual identity. The formulated brand development strategy includes repositioning the institution as a "Modern Quranic School" based on three core values: Religious, Independent, and Leadership. Strategy implementation is carried out through strengthening teachers' internal capacity in digital marketing and design, alongside expanding external communication via paid digital advertising and strategic collaborations with various stakeholders in Sorong City. This study concludes that consistent, Islamic value-based brand activation serves as a vital catalyst for the school to achieve a competitive edge and increase prospective student enrollment.