Management of Competent’s School Brand Image in Sman 1 Panumbangan, Ciamis District West Java

Abstrak

The rapid development of the times has caused a dynamic change in people's thinking, which has become more and more important when choosing an educational institution. A school that develops by taking advantage of the abilities of all its human resources can give a positive image of itself as a competent school. This study aims to 1) formulate the competencies should achieve in SMAN 1 Panumbangan to build competent schools; 2) know the brand image management activities of competent schools. The type of research used is descriptive and qualitative, and data collection with interviews, observations, and documentation. Research shows that competency standards are essential as core competencies for workers, including students. Additional skills for school leaders include ICT skills, financial analysts, and supervisors. The teacher's additional skills are adapted to the subject area as well as her ICT and project management skills which really support learning in the independent curriculum. While teachers' skills are determined by their professional position, students' additional skills are based on the skills they need in the world of work to graduate from school. Managing brand image is done by managing the achievement of competency standards and additional competencies by all human resources including students, which are then made available to the public as school achievements.