Developing Madrasah Brand Image Through Integrated Promotion Strategy: A Review of Academic Literature
Keywords:
Brand Image, Integrated Promotion, Islamic Education, Madrasah Branding, Marketing CommunicationAbstract
The growing competition among Islamic educational institutions has encouraged madrasahs to strengthen their brand image in order to increase public trust, institutional appeal, and competitiveness. This study aims to analyze the role of Integrated Marketing Communication (IMC) strategies in developing madrasah brand image through a review of academic literature. This research employed a systematic literature review method by examining scholarly articles from reputable academic databases, including Scopus, DOAJ, Google Scholar, and Garuda (SINTA), published between 2015 and 2024, with the analysis conducted through three stages: description, classification, and thematic synthesis of empirical findings related to integrated promotion and Islamic educational branding. The findings reveal that madrasah brand image is significantly influenced by three main factors—consistency of communication messages, integration of promotional channels, and credibility of communication sources—which collectively shape positive public perceptions of institutional quality, values, and character. Furthermore, the implementation of IMC based on Islamic values strengthens not only the external image of madrasahs but also their internal identity as character-based and competitive educational institutions, thereby contributing to the development of value-based educational branding and offering practical recommendations for ethical, consistent, and sustainable communication strategies.
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