Building School Brand Image Through Internal Branding and Islamic Branding in an Integrated Islamic Primary School: A Qualitative Case Study with Embedded Descriptive Survey Data from SDIT Tawakkal Pacitan

M. Ibnu Ahmad (Arabic Language Education Study Program, Universitas Islam Negeri Maulana Malik Ibrahim, Indonesia)
Arif Mustofa (Arabic Language and Literature Study Program, Universitas Islam Negeri Maulana Malik Ibrahim, Indonesia)

Global Educational Research Review
Vol. 2 No. 2 (2025)

Purpose – This study aims to explain how SDIT Tawakkal Pacitan builds and maintains brand image as an elementary school that integrates modern science and Islamic values, as well as how middle-class Muslim perceptions shape their preferences toward the school.Methods/Design/Approach – The research uses a case study with a qualitative approach strengthened by embedded descriptive quantitative data. Qualitative data were collected through semi-structured interviews with the principal, vice principal, homeroom teachers, and parents/guardians; observation of school activities; and document analysis. Quantitative data were obtained through a parent questionnaire to map the socioeconomic profile and the weight of decision factors. Qualitative analysis followed an interactive model of reduction, display, and verification, with source and method triangulation.Findings – Parents interpret the brand image of SDIT Tawakkal as a religious, smart, and noble-character elementary school, as reflected in the consistency of services, an integrated curriculum, habituation of worship, teacher role modeling, and school-home partnerships. Questionnaire results show that the dominant factor of preference is the unique value of the integration of aqliyah and ruhiyah education (65,5%), followed by the school environment (16,8%), teacher quality (11,5%), and aqidah alignment (6,3%). The principles of Islamic branding operate as a normative foundation through the integration of aqidah, sharia, and akhlak in service design and school culture.Originality/Value – This study affirms that the brand image of SDIT in local nonmetropolitan contexts is primarily shaped by internal branding and the coherence of the service experience, not promotion alone.Practical Implications – SDIT managers need to position branding as a quality strategy by standardizing services based on unique values, aligning teacher recruitment and development with the school’s identity, and maintaining school-home partnerships in an accountable manner and sensitive to privacy.Keywords brand image, internal branding, integrated Islamic school, middle-class Muslims, Islamic branding.Paper type Research paper