<![CDATA[This study aims to analyze school innovation management in building secondary school branding in the era of educational competencies at MA Raushan Fikri Islamic School (RAFIS) Binjai. This research employed a descriptive qualitative approach with a case study design. Data were collected through in-depth interviews, observations, and document analysis involving five informants: the principal, vice principal for curriculum affairs, vice principal for student affairs, teachers, and students’ parents. Data analysis was conducted using the interactive model of Miles, Huberman, and Saldaña, consisting of data collection, data condensation, data display, and conclusion drawing. Data validity was ensured through source triangulation, technique triangulation, and member checking. The findings reveal that school innovation management at RAFIS is implemented through curriculum innovation by integrating Islamic values with the national curriculum, teacher competency development through continuous professional programs, and school branding strengthening through academic excellence, Islamic character development, technology utilization, student achievement promotion, and digital communication strategies. These innovations contribute to establishing a positive school image and enhancing educational competitiveness. This study provides theoretical and practical contributions to the development of innovation management practices and branding strategies in private Islamic secondary schools.]]>
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