MODEL MANAJEMEN BRANDING DI SEKOLAH DASAR PEDESAAN
DOI:
https://doi.org/10.34125/jmp.v11i4.2817Keywords:
Branding Management , Rural Elementary School, Brand Image, Strategic Leadership, Digital Transformation in EducationAbstract
Objective: The low awareness and capacity of rural elementary school managers in branding management are caused by limited human resources, technological infrastructure, digital literacy, as well as the lack of online promotion systems and attractive visual designs. This study aims to formulate an adaptive and contextual branding management model for rural elementary schools to enhance public trust through strengthening brand image. Method: This research employs a qualitative approach with a systematic literature review (SLR) design following the PRISMA protocol. Data sources consist of SINTA-indexed journal articles and theses published between 2015 and 2026. Data analysis was conducted using narrative thematic analysis through data reduction, data display, and conclusion drawing, with data validity ensured through source triangulation and theory triangulation. Results: The study identifies five main pillars of branding management for rural elementary schools. First, integrated marketing management based on local values that integrates POAC functions with community ethical principles. Second, differentiation strategies through authentic flagship programs rooted in local wisdom and rural social capital. Third, optimization of social media as a digital representation of the institution through visual storytelling content that adapts to infrastructure limitations. Fourth, public relations management involving alumni, parents, and community leaders as brand ambassadors. Fifth, strategic leadership of school principals who are visionary, adaptive, and capable of empowering limited resources. The main challenges include limited professional human resources in public relations, lack of marketing standard operating procedures, resistance to digital transformation, and limited budget flexibility. Novelty: This study offers an integrative branding management model specifically constructed for the context of rural elementary schools by optimizing community social capital, agile school leadership, and sustainable human resource capacity building, which has not been accommodated in previous research.
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