<![CDATA[This study examines the implementation of strategic management in strengthening institutional branding at Institut Asy-Syukriyyah Tangerang amid increasing competition in higher education. Institutional branding has become important because universities are expected not only to provide quality academic services but also to develop a strong institutional identity that reflects organizational values and stakeholder expectations. The study aims to analyze how strategy formulation, implementation, and evaluation contribute to institutional branding in an Islamic higher education institution. This research employed a qualitative approach with a case study design. Data were collected through semi-structured interviews, observations, and document analysis involving institutional leaders, lecturers, administrative staff, and public relations personnel. The data were analyzed using an interactive analysis model consisting of data reduction, data display, and conclusion drawing. The findings show that institutional branding at Institut Asy-Syukriyyah Tangerang is influenced by the integration of Islamic values, organizational culture, stakeholder engagement, and digital communication practices. The institution has implemented strategic management through vision and mission alignment, academic development, community engagement, and social media utilization. However, branding activities remain fragmented and have not been fully integrated into institutional evaluation systems. The study concludes that institutional branding in Islamic higher education should be understood as a strategic outcome of organizational alignment rather than merely as a promotional activity. Stronger integration between strategic management, organizational culture, stakeholder participation, and digital communication is therefore needed to strengthen institutional reputation and competitiveness]]>
