Strategi Institutional Brending Dalam Membangun Citra Dan Reputasi Lembaga Pendidikan: Studi Literatur

Educational institutions increasingly compete for public trust, yet branding is often limited to promotion and visual symbols. This study synthesizes recent research on institutional identity, branding strategies, positioning, differentiation, and factors influencing the image and reputation of educational institutions. It employs a qualitative literature review of fourteen sources published between 2021 and 2025, comprising twelve international journal articles, one international conference proceeding, and one national journal article. Sources were collected through Google Scholar and publisher databases and analyzed thematically. The findings reveal four key points. First, identity, image, and reputation are interconnected but distinct concepts, and inconsistent definitions may weaken branding strategies. Second, credible branding depends on institutional promises supported by educators, service quality, brand knowledge, and institutional prestige rather than logos or slogans alone. Third, differentiation faces challenges due to similar communication practices across institutions but can be strengthened through targeted communication and perceived brand authenticity. Fourth, digital platforms and social media play central roles in institutional brand communication. Although most evidence concerns higher education, limited research on Indonesian schools highlights the need to align institutional values, practices, and communication.