This study aims to find out more about the rebranding process carried out by MI Kanzul Huda Slahung Ponorogo in its transformation into a Fullday School madrasah. The background of this study is based on the need for institutions to improve the quality and attractiveness of institutions, one of which is as a response to the declining interest of students in a certain period. This study uses a qualitative descriptive approach with data collection techniques in the form of in-depth interviews, observations, and documentation. The subjects in this study include the head of the madrasah, teachers, and education personnel involved in the rebranding process.
The results of the study indicate that the madrasah rebranding process is carried out through the stages in the theory of "The Rebranding Mix: The Four Elements of Rebranding" from Muzellec, Doogan & Lambkin, which include: (1) Repositioning, carried out through changing the learning system to full day, adding superior programs such as tahfidz classes, extracurricular activities, shuttle services, and development of learning building facilities and infrastructure; (2) Renaming, by attaching the name "Fullday School" so that it becomes Madrasah Ibtidaiyah Kanzul Huda Fullday School; (3) Redesigning, through refreshing the logo, establishing a new slogan, and changing the design of the student's alma mater uniform; and (4) Relaunching, carried out through internal socialization to the school and foundation, as well as further internal socialization to parents. This stage is also continued with the launch of a new identity to the public through social media, print media, and The Kids Competition activities as a form of promotion and strengthening of the new identity of the madrasah.