SCHOOL BRANDING STRATEGIES BASED ON SCHOOL IDENTITY TO BUILD COMMUNITY TRUST AND INTEREST IN CHOOSING A SCHOOL

Abstract

This study aims to analyze an identity-based school branding strategy in building public trust and increasing community interest in choosing a school. The study employed a qualitative approach using a case study design supported by library research. Data were collected through interviews, observations, and documentation, and were analyzed using the interactive model of Miles, Huberman, and Saldaña through data condensation, data display, and conclusion drawing and verification. The findings indicate that strengthening school identity serves as the primary strategy for developing school branding, reflected in three main findings: (1) the consistency of school values and character in educational culture and services, (2) the development of flagship programs and achievements as distinctive features of the school, and (3) consistent communication of school identity through digital media and direct interaction with the community. These three strategies contribute to establishing an authentic and recognizable school image, thereby strengthening parents’ trust and increasing prospective students’ interest in choosing the school. The implications of this study suggest that school branding should be grounded in an authentic and consistent internal identity rather than merely promotional activities, enabling it to serve as a sustainable strategy for strengthening school competitiveness and fostering relationships with the community.