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All Journal Dinika : Academic Journal of Islamic Studies The Journal of Educational Development Dinika: Academic Journal of Islamic Studies.
Hidayatun, Hidayatun
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Religion Arts Humanities Education

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Journal : Dinika : Academic Journal of Islamic Studies

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Cultural Branding as a Key in Positioning Schools: A Conceptual Model Hidayatun, Hidayatun
DINIKA : Academic Journal of Islamic Studies Vol 2, No 2 (2017): Texts in Practice
Publisher : IAIN Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/dinika.v2i2.635

Abstract

The increase of people’s prosperity and education creates a change in their view about education and the need towards it. Consequently, their choice of educational institutions becomes more selective. On the other hand, the competition in this field becomes more viable due to the growth of the educational institutions. The management strategy should be evaluated. This paper discusses the interfaces between culture and school, especially those that refer to the branding. The study was carried out on a premise that creating a bond between the school and community is possible by adopting the culture in a formal education environment. This effort is expected to help schools to get a certain position in the community. Therefore, this study attempts to promote a conceptual model of cultural branding in schools and to reveal the reasons why the model becomes an effective marketing strategy in this era. KeywordsBranding, School culture, Positioning, Community bond
Co-Authors Etty Soesilowati Haryono Haryono Rusdarti -