This thesis is entitled an analysis of the concept of the tourism service strategy in branding Bathoro Katong grave as a tourist destination in Setono Village, Jangan District, Ponorogo Regency. The purpose of this study was to determine the branding strategy carried out by the Ponorogo district tourism office based on Kotler's theory. In Kotler's theory there are five indicators, namely: benefits, values, culture, personality and users. This research was taken by means of observation and interviews with the tourism office and also the people of Ponorogo district. For the satisfaction and response of the community, it is very important in realizing the branding strategy formed by the tourism office. Bathoro Katong Tomb is a cultural heritage and religious tourism spot in Ponorogo Regency with customs and culture which is complemented by routine activities held every year which aims to attract tourists to come to Bathoro Katong Tomb in Ponorogo Regency. The tomb of Bathoro Katong is a royal historical heritage site by not forgetting to include the relationship between the tomb and the chronicle of Ponorogo as well as the founding of the city of Ponorogo.