<![CDATA[Success of madrasas is no longer determined by academic quality, but rather by the ability to build a distinctive institutional identity as a foundation for shaping their image and gaining public trust. However, studies examining religious programs as a hallmark of identity in developing madrasah image are still relatively limited. This study aims to analyze how the Dhuha Prayer and Bahtsul Masail programs shape the identity of excellence of MTs Cipasung and its contribution to the development of the madrasah's image. The study used a qualitative approach with a case study design. Data were collected through interviews, observation, and documentation, then analyzed using the Miles and Huberman model, which includes data reduction, data presentation, and drawing conclusions. The results show that the Dhuha Prayer program forms a religious culture through the habituation of worship, discipline, and teacher role models, while Bahtsul Masail serves as a forum for strengthening Islamic scholarly traditions that develop critical thinking skills and solve contemporary scientific problems. The consistent implementation of both programs creates a distinctive identity that distinguishes MTs Cipasung from other madrasas. This identity contributes to the development of the madrasah's image, as evidenced by increased public trust, increased student outreach from outside the pesantren, and positive recommendations from alumni. These findings confirm that sustainable religious programs not only shape student character but also serve as an effective strategy for building institutional identity, strengthening the madrasah's image, and enhancing the competitiveness of Islamic educational institutions. Moreover, this study makes a specific contribution to the field of Islamic educational management by demonstrating that religious programmes, particularly Shalat Dhuha and Bahtsul Masail, play a significant role in shaping institutional identity and strengthening the image of madrasahs. ]]>
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