From Internal Excellence to Industry Trust: Strategic Branding Management for Competitive Advantage in Vocational High Schools
DOI:
https://doi.org/10.51454/jet.v7i2.969Keywords:
competitive advantage, school branding, strategic branding management, vocational high schoolsAbstract
This study aims to explore strategic branding management for strengthening competitive advantage in vocational high schools. Using a qualitative research design, data were collected through semi-structured interviews with school stakeholders, including vice principals, heads of departments, and the special job placement unit. The data were analyzed using NVivo to support coding, categorization, and thematic visualization. The findings reveal that strategic branding management is formed through four interconnected dimensions: strategies for enhancing school excellence, implementation of branding for competitive advantage, causal factors of competitive advantage, and visible forms of vocational school competitiveness. School excellence is strengthened through shared values, teacher competence, leadership, organizational coordination, communication culture, and evaluation systems. Branding is implemented through digital media, students, alumni, industry partnerships, and community networks. The competitive advantage of vocational high schools is shaped by curriculum alignment with industry needs, facilities, student achievement, alumni contribution, affordable education costs, and school reputation. This study concludes that branding in vocational high schools should not be treated merely as promotion, but as an integrated strategic management process. Schools are recommended to strengthen internal quality, stakeholder collaboration, and industry-based branding to sustain long-term competitiveness.
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