Strategi Branding Sekolah Menengah Kejuruan SMKIT Smart Informatika Dan SMK Muhammadiyah 4 Surakarta Dalam Menghadapi Persaingan Penyelenggaraan Pendidikan

This study aims to describe the differences in branding strategies of SMK IT Smart Informatika Surakarta and SMK Muhammadiyah 4 Surakarta in the face of competition in education. This type of research is a qualitative with an ethnographic research design. The results showed that the brand built by the two schools was Islamic branding. Furthermore, the factors forming the brand of the two schools include the quality and quality of the school, public trust, the quality of graduates and services, school fees, superior programs, facilities and infrastructure. The school's steps in building astrategy for the branding SMK IT Smart Informatika Surakarta and SMK Muhammadiyah 4 Surakarta, include: 1) brand identity, 2) brand personality, 3) brand positioning, 4) brand communication. Then the strategy branding that has been implemented has an implications on improving the internal quality of the school in general