Building Public Trust Through Strategic Branding: Insights from Integrated Islamic Schools in Jambi, Indonesia

Abstract

Integrated Islamic Schools (Sekolah Islam Terpadu/SIT) in Indonesia have experienced rapid institutional growth and increasing public trust, particularly in Jambi Province. Despite this development, empirical investigations on how Islamic schools strategically manage their branding remain scarce. This study examines branding practices in five SIT schools—AN, AZ, AD, NI, and AS—using a qualitative multiple-case study approach. Data were collected through interviews, observations, and document analysis, and analyzed using Braun and Clarke’s thematic framework. The findings identify five core dimensions of Islamic school branding: Brand Identity, Brand Value Proposition, Service Quality and Relationship Experience, services, Digital and Community-Based Communication, and Brand Trust and Reputation. This study proposes an Integrated Islamic School Branding Management (ISBM) Model that illustrates how identity alignment, value-based programs, service excellence, and communication strategies collectively reinforce public trust. The findings contribute to the theoretical discourse on Islamic educational management and provide practical guidance for SIT leaders in enhancing institutional competitiveness.