Increasing Public Interest through School Image Branding through a Trending Approach
DOI:
https://doi.org/10.61987/educazione.v1i1.492Keywords:
Image Branding, Community, AnimoAbstract
This study aims to examine the branding strategy applied by MA Nurul Jadid in increasing the interest of the public, especially parents of prospective students, in choosing a school. In the context of increasingly competitive education, it is essential for educational institutions, especially madrasas, to have a strong image that reflects the quality and values they carry. This study uses a qualitative approach with a case study method, involving in-depth interviews with school managers, teachers, and student parents to collect data on public perception of school branding. The study's findings show that an effective branding strategy at MA Nurul Jadid involves implementing a standardized managerial system, developing superior programs based on religion, and using social media as the primary communication channel. In addition, the Tahfidz Qur'an program and the school's slogan reflect a strong vision and mission and significantly strengthen the school's image. The results of this study provide new insights into how madrassas can build positive branding by integrating religious values into their strategies. These findings also provide important implications for madrasah managers and other religious education institutions to design a more integrated branding strategy focusing on education quality and values relevant to the community.
References
Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2020). Projecting University Brand Image via Satisfaction and Behavioral Response: Perspectives from UK-Based Malaysian Students. Qualitative Market Research, 23(1), 47–68. https://doi.org/10.1108/QMR-12-2017-0191
Bamberger, A., Bronshtein, Y., & Yemini, M. (2020). Marketing Universities and Targeting International Students: A Comparative Analysis of Social Media Data Trails. Teaching in Higher Education, 25(4), 476–492. https://doi.org/10.1080/13562517.2020.1712353
Bazen, A., Barg, F. K., & Takeshita, J. (2021). Research Techniques Made Simple: An Introduction to Qualitative Research. Journal of Investigative Dermatology, 141(2), 241-247.e1. https://doi.org/10.1016/j.jid.2020.11.029
Bhatia, A., Chandani, A., & Chhateja, J. (2020). Robo Advisory and Its Potential in Addressing the Behavioral Biases of Investors — A Qualitative Study in Indian Context. Journal of Behavioral and Experimental Finance, 25, 100281. https://doi.org/10.1016/j.jbef.2020.100281
Engeness, I. (2021). Developing Teachers’ Digital Identity: Towards the Pedagogic Design Principles of Digital Environments to Enhance Students’ Learning in the 21st Century. European Journal of Teacher Education, 44(1), 96–114. https://doi.org/10.1080/02619768.2020.1849129
Evans, G. (2003). Hard-Branding the Cultural City-From Prado to Prada. International Journal of Urban and Regional Research, 27(2), 417–440. https://doi.org/10.1111/1468-2427.00455
Finch, S., & Gordon, I. (2023). Bare Bones, or a Rich Feast? Taking Care with Context in a Data Rich World. Teaching Statistics, 45(1), 4–13. https://doi.org/10.1111/test.12322
Greaves, E., Wilson, D., & Nairn, A. (2023). Marketing and School Choice: A Systematic Literature Review. Review of Educational Research, 93(6), 825–861. https://doi.org/10.3102/00346543221141658
Jędrzejczyk, W., & Brzeziński, S. (2021). The Importance of Social Media in Managing the Image of the Educational Institutions. Contemporary Economics, 15(4), 457–466. https://doi.org/10.5709/ce.1897-9254.460
Joseph, M., Mullen, E. W., & Spake, D. (2012). University Branding: Understanding Students’ Choice of an Educational Institution. Journal of Brand Management, 20(1), 1–12. https://doi.org/10.1057/bm.2012.13
Latifatus, S. (2023). Servant Leadership: Maintaining Teacher Commitment and Building Community Trust. Journal of Journal of Social Studies and Education, 01(01), 14–25.
Lee, Y., & Li, J. Y. Q. (2021). The Role of Communication Transparency and Organizational Trust in Publics’ Perceptions, Attitudes and Social Distancing Behaviour: A Case Study of the COVID-19 Outbreak. Journal of Contingencies and Crisis Management, 29(4), 368–384. https://doi.org/10.1111/1468-5973.12354
Lichtenstein, M., & Rucks-Ahidiana, Z. (2023). Contextual Text Coding: A Mixed-Methods Approach for Large-Scale Textual Data. Sociological Methods and Research, 52(2), 606–641. https://doi.org/10.1177/0049124120986191
Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic Brand Management for Higher Education Institutions with Graduate Degree Programs: Empirical Insights from the Higher Education Marketing Mix. Journal of Strategic Marketing, 28(3), 225–245. https://doi.org/10.1080/0965254X.2018.1496131
Macgilchrist, F., Allert, H., & Bruch, A. (2020). Students and Society in the 2020s. Three Future ‘Histories’ of Education and Technology. Learning, Media and Technology, 45(1), 76–89. https://doi.org/10.1080/17439884.2019.1656235
Mansoor, M. (2021). Citizens’ Trust in Government as a Function of Good Governance and Government Agency’s Provision of Quality Information on Social Media During COVID-19. Government Information Quarterly, 38(4), 101597. https://doi.org/10.1016/j.giq.2021.101597
Maresova, P., Hruska, J., & Kuca, K. (2020). Social Media University Branding. Education Sciences, 10(3), 74. https://doi.org/10.3390/educsci10030074
Melewar, T. C., Dennis, C., & Foroudi, P. (2021). Building Corporate Identity, Image and Reputation in the Digital Era. In T. C. Melewar, C. Dennis, & P. Foroudi (Eds.), Building Corporate Identity, Image and Reputation in the Digital Era. Routledge. https://doi.org/10.4324/9781003080572
Mourad, M., Meshreki, H., & Sarofim, S. (2020). Brand Equity in Higher Education: Comparative Analysis. Studies in Higher Education, 45(1), 209–231. https://doi.org/10.1080/03075079.2019.1582012
Mulisa, F. (2022). When Does a Researcher Choose a Quantitative, Qualitative, or Mixed Research Approach? Interchange, 53(1), 113–131. https://doi.org/10.1007/s10780-021-09447-z
Mwita, K. (2023). Strengths and Weaknesses of Qualitative Research in Social Science Studies. SSRN Electronic Journal, 11(6), 618–625. https://doi.org/10.2139/ssrn.4880484
Nuseir, M. T., & El Refae, G. A. (2022). Factors Influencing the Choice of Studying at UAE Universities: An Empirical Research on the Adoption of Educational Marketing Strategies. Journal of Marketing for Higher Education, 32(2), 215–237. https://doi.org/10.1080/08841241.2020.1852467
Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2022). The Impact of Social Media Marketing and Brand Credibility on Higher Education Institutes’ Brand Equity in Emerging Countries. Journal of Marketing Communications, 29(8), 770–795. https://doi.org/10.1080/13527266.2022.2086284
Quintana-García, C., Benavides-Chicón, C. G., & Marchante-Lara, M. (2021). Does a Green Supply Chain Improve Corporate Reputation? Empirical Evidence from European Manufacturing Sectors. Industrial Marketing Management, 92, 344–353. https://doi.org/10.1016/j.indmarman.2019.12.011
Rachbini, W., Soeharso, S. Y., Wulandjani, H., Rahayu, S., Rahmawati, E., & Suyanto. (2023). The Impact of Brand Society and Narrative Branding on Brand Image and Its Implications on Consumer Purchase Behavior: A Case Study of Luxury Fashion Brands in Jakarta. Journal of Law and Sustainable Development, 11(7), e1387–e1387. https://doi.org/10.55908/sdgs.v11i7.1387
Ramadhani, I. S., & Indradjati, P. N. (2023). Toward Contemporary City Branding in the Digital Era: Conceptualizing the Acceptability of City Branding on Social Media. Open House International, 48(4), 666–682. https://doi.org/10.1108/OHI-08-2022-0213
Roy, S., Huq, S., & Rob, A. B. A. (2020). Faith and Education in Bangladesh: A Review of the Contemporary Landscape and Challenges. International Journal of Educational Development, 79, 102290. https://doi.org/10.1016/j.ijedudev.2020.102290
Sample, K. L., Hagtvedt, H., & Brasel, S. A. (2020). Components of Visual Perception in Marketing Contexts: A Conceptual Framework and Review. Journal of the Academy of Marketing Science, 48(3), 405–421. https://doi.org/10.1007/s11747-019-00684-4
Schmidthuber, L., Ingrams, A., & Hilgers, D. (2021). Government Openness and Public Trust: The Mediating Role of Democratic Capacity. Public Administration Review, 81(1), 91–109. https://doi.org/10.1111/puar.13298
Smyrnaiou, Z., Georgakopoulou, E., & Sotiriou, S. (2020). Promoting a Mixed-Design Model of Scientific Creativity through Digital Storytelling—the CCQ Model for Creativity. International Journal of STEM Education, 7(1), 1–22. https://doi.org/10.1186/s40594-020-00223-6
Stahl, N. A., & King, J. R. (2020). Expanding Approaches for Research: Understanding and Using Trustworthiness in Qualitative Research. Journal of Development Education, 44(1), 26–28.
Subbarayalu, A. V. (2022). Branding Higher Education Institutions: Challenges and Potential Strategies. International Journal of Education Economics and Development, 13(1), 58–75. https://doi.org/10.1504/IJEED.2022.119335
Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How Corporate Social Responsibility Affects Brand Equity and Loyalty? A Comparison between Private and Public Universities. Heliyon, 8(4). https://doi.org/10.1016/j.heliyon.2022.e09266
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital Content Marketing in Business Markets: Activities, Consequences, and Contingencies along the Customer Journey. Industrial Marketing Management, 105, 294–310. https://doi.org/10.1016/j.indmarman.2022.06.006
Zaini, A. W. (2023). Social Media Optimization in School Image Transformation: Instagram Interactive Strategies in Schools. Journal of Social Studies and Education, 1(1), 1–12.
Zamroni, Z., Baharun, H., Rozi, F., Sholeha, W., & Anggraini, Y. (2022). Intercultural Communication: Strategy to Improve School Competitiveness Based on Public Demand. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 6(4), 2886–2895. https://doi.org/10.31004/obsesi.v6i4.2123
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Ahmad Walid, Abd.Malik
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
