Branding Image Strategy in Enhancing the Competitive Advantage of Pondok Pesantren Islamic Center Bin Baz Yogyakarta

A brand image is a collection of consumer assumptions about that are formed from various sources. positive organizational valuable asset because it influences stakeholder perceptions communications and activities in variety ways. The an educational institution important step achieving the institution's maximum public reputation. An overall made up all its components. goal this research was to discover methods or steps taken by Islamic Center bin Baz boarding school Yogyakarta developing branding order increase competitiveness avoid falling behind other institutions. approach used study qualitative. According study's findings, Bin Boarding School's Brand Building Strategy involves following stages: Analyzing reasons for choosing brand, Developing programs, accordance with program, forming team, determining media branding, increasing role relations analyzing parents' satisfaction results.