Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding

Abstract

This research focuses on understanding how private schools in Indonesia use branding to stay relevant and competitive. It explores the difficulties these schools face in branding and suggests potential solutions. The study employed a systematic review of literature, examining journal articles on school branding from 2016 to 2022. These articles, 20 in total, were found in the Google Scholar database in 2022. The research utilized Nvivo software to analyze the data and draw conclusions. Findings reveal two main types of challenges in school branding: internal and external. Internal challenges include insufficient quality of school staff and the lack of a clear brand identity and personality for the school. External challenges involve government policies, limited public understanding of private schools, and the public's perception of these schools. The study suggests four branding strategies for private schools: developing a brand identity and personality, positioning the brand effectively, and effective brand communication.