This research aims to analyse the strategy implemented by private institution of Islamic education in building brand image. It is very crucial for the educational institution to build the brand image in order to survive within the competitive struggle. Moreover, Chen explains that brand image is considered as a myth of the school by some parents (Chen 2016). Thus, there are still a few of Islamic education which are aware of it. So, they have difficulty competing with other educational institutions having significant capital, a good brand image, and been accepted by the wider public. The method used were interview, observation, and documentation while to analyze the data the researcher used data collection, data reduction, presentation of data, and conclusions (Straus 1987). The result showed that madrasa conducted developing brand awareness by highlighting the distinctiveness and excellence possessed by the institution. Furthermore, the institution makes brand recognition by providing education and socialization to the community by arranging creative competition events for prospective students, seminars, social services, educational exhibitions, involving schools in local and national events, and publication of school achievements in print and electronic media, creating social media platforms such as, Facebook, IG, blogs, TikTok, etc. The other effort in building a brand association was by forming a strong and distinctive character which differ from other educational institutions. This study can be continued by the next researchers to deepen their study with the same theme, either using qualitative or quantitative approach.