<![CDATA[ABSTRACT In an increasingly competitive healthcare industry, hospital branding has become a critical strategic instrument for sustaining competitive advantage. This literature review examines branding strategies adopted by hospitals to build competitive differentiation in the modern healthcare era. A systematic search was conducted through Google Scholar, PubMed, Garuda, and Sinta databases covering publications from 2019–2025, using keywords related to hospital branding, competitive advantage, brand image, digital marketing, and patient loyalty. A total of 30 articles met the inclusion criteria and were analyzed using a narrative review approach. Findings reveal that effective hospital branding encompasses four interrelated dimensions: (1) brand identity and image building, (2) digital marketing and social media utilization, (3) patient experience and service quality enhancement, and (4) brand equity development. Hospitals that integrate these dimensions consistently demonstrate higher patient loyalty, stronger market positioning, and superior competitive performance. The study concludes that branding in healthcare is no longer peripheral but a core strategic capability, particularly as patients increasingly behave as informed consumers who evaluate and compare healthcare providers before seeking care. Keywords: hospital branding, competitive advantage, brand equity, digital marketing, patient loyalty]]>
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