<![CDATA[General Background: Madrasah education requires strong quality and a positive institutional image amid growing educational competition. Specific Background: Madrasah Ibtidaiyah Hidayatul Ulum in Lumajang has educational development potential but faces limited promotion, documentation, and visual identity. Knowledge Gap: Existing discussion commonly addresses school branding broadly, while integrated branding with internal quality management across the Eight National Education Standards remains insufficiently examined in this madrasah context. Aims: This study describes and analyzes the branding strategies implemented and their contribution to educational quality. Results: Using a descriptive qualitative case study, data from interviews, participatory observation, and documentation show strategies involving institutional identity, performance-based branding, communication media, flagship programs, and community involvement. Novelty: Branding is examined as an integrated managerial strategy linked to internal educational quality rather than promotion alone. Implications: Consistent branding supported by quality management can strengthen public trust and madrasah competitiveness. Key Findings Highlights Institutional identity anchors consistent madrasah branding. Performance-based branding connects educational quality with public trust. Community participation supports sustainable madrasah competitiveness. Keywords: Madrasah Branding, Educational Quality, Institutional Identity, Performance-Based Branding, Eight National Education Standards]]>
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