The brand's Islamic values can be determined in a variety of ways, including: based on factors of compliance, based on its origin, and based on the customer. Pondok Modern Darussalam Gontor's La Tansa Gontor Department Store is one of the commercial units operated by Pondok Modern Darussalam Gontor, an Islamic boarding school that places a strong emphasis on Islamic values. The goal of this study is to determine how LaTansa Gontor Department Store may adopt Islamic brand points while also identifying a good approach. This study employed a qualitative approach based on grounded theory. The information was gathered through observation, interviews, and documentation. Purposive sampling was utilized to determine the sample used by the researcher, and Miles and Hubberman's data analysis method use. According to the findings of this study, LaTansa Gontor Department Store has succeeded in instilling its brand image in customer perception. Keywords: Islamic Brand, Strategy, Department Store Abstrak Nilai-nilai Islam merek dapat ditentukan dalam berbagai cara, termasuk: berdasarkan faktor kepatuhan, berdasarkan asal-usulnya, dan berdasarkan pelanggan. La Tansa Gontor Department Store milik Pondok Modern Darussalam Gontor merupakan salah satu unit komersial yang dioperasikan oleh Pondok Modern Darussalam Gontor, sebuah pesantren yang menempatkan penekanan kuat pada nilai-nilai Islam. Tujuan dari penelitian ini adalah untuk menentukan bagaimana LaTansa Gontor Department Store dapat mengadopsi poin merek Islam sambil juga mengidentifikasi pendekatan yang baik. Penelitian ini menggunakan pendekatan kualitatif berdasarkan teori grounded. Informasi tersebut dihimpun melalui pengamatan, wawancara, dan dokumentasi. Pengambilan sampel purposive digunakan untuk menentukan sampel yang digunakan oleh peneliti, dan penggunaan metode analisis data Miles dan Hubberman. Menurut temuan penelitian ini, LaTansa Gontor Department Store telah berhasil menanamkan citra mereknya dalam persepsi pelanggan. Kata kunci: Merk Islami, Strategi, Toko Serba Ada