Building Trust and Reputation: Branding Strategies of Elite Muslim Schools in Indonesia

Abstract

This qualitative multi-case study explores the branding strategies of elite Muslim schools in East Java, Indonesia, by interviewing 25 informants consisting of school heads, teachers, and guardians. The study aims to investigate the methods used by school principals to enhance their school's brand internally based on the school's vision and mission, as well as external strategies to increase public trust and attract new students. The results show that schools utilize public relations management by forming a marketing communication team to draw up strategic planning, implementing strategies involving all stakeholders, and evaluating branding based on indicators of success. The branding method is to build a positive image and increase public trust to be known as an elite Muslim school with high costs but still in demand by Muslim people with middle to upper economy. The implication is that branding strategies are important to strengthen school identity and attract new students, especially in a competitive market.