International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 10, Issue 12 (December 2023), Pages: 100-108

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 Original Research Paper

Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding

 Author(s): 

 Dwi Titik Irdiyanti *, Haryono Haryono, Nina Oktorina, Awalya Awalya

 Affiliation(s):

 Educational Management Study Program, Postgraduate Faculty, Universitas Negeri Semarang, Indonesia

 Full text

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0009-0008-5699-9139

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2023.12.012

 Abstract

This research focuses on understanding how private schools in Indonesia use branding to stay relevant and competitive. It explores the difficulties these schools face in branding and suggests potential solutions. The study employed a systematic review of literature, examining journal articles on school branding from 2016 to 2022. These articles, 20 in total, were found in the Google Scholar database in 2022. The research utilized Nvivo software to analyze the data and draw conclusions. Findings reveal two main types of challenges in school branding: internal and external. Internal challenges include insufficient quality of school staff and the lack of a clear brand identity and personality for the school. External challenges involve government policies, limited public understanding of private schools, and the public's perception of these schools. The study suggests four branding strategies for private schools: developing a brand identity and personality, positioning the brand effectively, and effective brand communication.

 © 2023 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 School branding, Branding barriers, Branding strategy, Private school

 Article history

 Received 6 May 2023, Received in revised form 16 September 2023, Accepted 26 November 2023

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Irdiyanti DT, Haryono H, Oktorina N, and Awalya A (2023). Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding. International Journal of Advanced and Applied Sciences, 10(12): 100-108

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 Figures

 Fig. 1 Fig. 2 Fig. 3

 Tables

 Table 1 Table 2 Table 3 

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