Islamic Education Transformation Model Based on Brand Image at MTSN 1 Tulungagung
DOI:
https://doi.org/10.53787/iconev.v6i2.117Keywords:
Brand Image, Competitiveness, Educational Transformation, Innovation, MadrasahAbstract
This study aims to develop a brand image-based Islamic education transformation model to improve institutional competitiveness at MTsN 1 Tulungagung. The study is motivated by globalization and competition among educational institutions, requiring madrasas to achieve academic excellence while maintaining a positive public image. This research uses a qualitative approach with a case study design. Data were collected through in-depth interviews, participatory observation, and documentation involving madrasah principals, teachers, education staff, students, and parents. Data analysis employed an interactive model consisting of data reduction, data presentation, and conclusion drawing. The results show that brand image-based Islamic education transformation is built through three main components: (1) strengthening institutional identity based on Islamic values, academic achievements, and superior programs; (2) effective communication and publication through digital media and social activities; and (3) developing an organizational culture focused on quality, innovation, and service. Implementation is supported by transformational leadership, active participation of school members, and community synergy. The model integrates Islamic values, modern management, and educational marketing strategies to establish a strong and sustainable institutional image. Its implementation increases public trust, student enrollment, and academic and non-academic achievements. Therefore, brand image-based transformation can strategically strengthen the competitiveness of Islamic educational institutions. The study recommends strengthening institutional policies and sustainable innovations to maintain a positive madrasah image
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