Leveraging Branding and Local Wisdom: A Strategic Framework for Gaining Competitive Edge in Educational Institutions



Authors (s)


(1) * Nurul Hasan   (Universitas Nurul Jadid)  
        Indonesia
(2)  Badrul Mudarris   (Universitas Nurul Jadid)  
        Indonesia
(3)  Putri Fahmadia Dinda Maulida Thohir   (Universitas Nurul Jadid)  
        Indonesia
(*) Corresponding Author

Abstract


This study aims to explore local wisdom-based branding strategies to enhance the competitive advantage of school, branding is expected to strengthen the institution’s identity and increase its appeal amidst the increasingly competitive educational sector. A qualitative descriptive method with a case study approach is employed, utilizing data collection through observations, in-depth interviews with the principal, teachers, staff, and parents, as well as document analysis of the school’s branding strategy. Data analysis is carried out using thematic analysis, enabling the identification of key patterns within the collected data. This study aims to provide an in-depth understanding of how local wisdom-based framing strategies can be applied in educational branding, and how this approach impacts the school’s image and educational quality. The findings are expected to offer valuable insights for developing effective branding strategies for other educational institutions seeking to strengthen their position in a competitive market.







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