Analysis of Brand Identity Gontor Islamic Boarding School in Official Youtube Channel

Gontor Islamic Boarding School is the largest modern boarding school in Indonesia. Even though it touted as number one school, still communicates his institution on social media. This interesting because so far, there has been an assumption that schools are closed educational institutions and severely restrict access to information. Therefore, problem raised this study how analysis of brand identity displayed official Youtube account school. The purpose find out what identities displayed, display them whether each show contains multiple also high engagement. From results data obtained, will be seen Indonesia builds its media, especially Youtube. useful for other schools, or religious build institutional branding through It can example education communicate themselves become part information society. choice research theme not many have done professional schools. Showing honest basic foundation building a product brand. There five elements identity, namely place image (in form reputation), materiality, (law, regulation, organization), relations (power, class, gender) society culture (tradition, daily life). These things indicators study.
 Keywords: School, Brand Identity, Official Account,