ABSTRACT

DIGITAL BRANDING STRATEGY OF MADRASAH ALIYAH NEGERI 2
PONOROGO IN REPRESENTING THE WORLD MADRASAH ON INSTAGRAM

Khoirunnisa Nur Wakhidah
22241042

This research aims to analyze the digital branding strategy of MAN 2 Ponorogo in representing The World Madrasah on Instagram. This research is driven by the gap between the public perception that still views madrasahs as educational institutions focused solely on religious aspects and not evolving with the times, and the reality that madrasahs are capable of competing and achieving accomplishments like other public schools. In this study, the brand Expression theory by Sicco Van Gelder, which consists of three elements: brand Positioning, brand Identity, and brand
Personality, is used. The research method employs a qualitative research approach with a descriptive approach. Data collection techniques included interviews with the head of the madrasah, the public relations officer, the Instagram manager, and active followers of the Instagram account @man2ponorogo. The research results show that the Instagram account @man2ponorogo has effectively implemented a digital branding strategy. In terms of positioning, Man 2 Ponrogo positions itself as an excellent, accomplished, religious, and globally-minded madrasah. In terms of identity, it is displayed thru the logo, the tagline " The World Madrasah," and consistent visual elements. In the aspect of Personality, the religious, modern, creative, adaptive, and communicative character that has been formed received positive responses from the audience. That strategy can strengthen the image of MAN 2 Ponorogo as an excellent madrasah that is competitive both locally and globally.

Keywords: digital branding strategy, Instagram, flagship programs, The World
Madrasah.