This thesis explores the importance of brand image in educational
institutions, especially with a focus on MTsN 2 Ponorogo, this study emphasizes the
role of attractive slogans. "SMART" in increasing the visibility and attractiveness
of the institution to the community. Through qualitative research, this study
examines how slogans reflect the values and personality of the school, contributing
to a positive brand image that is not only accepted, but also felt or understood in a
way that makes students and parents feel that their brand image is relevant and has
a positive impact on them. This research shows that a strong brand image not only
attracts prospective students but also fosters a sense of motivation and achievement
among current students, because they are involved in academic and non-academic
activities. The research highlights the importance of consistent branding efforts in
maintaining a favorable perception among stakeholders, which ultimately affects
the growth and sustainability of the institution.