<![CDATA[Madrasahs and pesantren (Islamic boarding schools) in Indonesia face both challenges and opportunities in building and maintaining their image as excellent educational institutions in an era of global competition and digitalization. This article aimed to analyze effective branding strategies for Islamic educational institutions by integrating Islamic values as core values. Utilizing a systematic literature review approach, this study examines recent literature on marketing management and educational branding in Islamic contexts. The analysis indicates that constructing an institutional image of excellence requires a paradigm shift from traditional institutions to professionally managed entities. Key strategies include: (1) formulating differentiation based on the integration of general science and religious studies, (2) implementing integrated image communication through digital branding and public relations, and (3) maintaining a balance between da'wah (proselytization) orientation and managerial professionalism. The article concludes that the success of madrasah and pesantren branding depends on their ability to consistently articulate an authentic brand identity across all communication channels. The practical implication of this study is a conceptual model that institutional managers can adopt to enhance competitiveness and public image. Future research is recommended to empirically test the effectiveness of these strategies and explore stakeholder perceptions in depth.]]>
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