A good brand image in an Islamic educational institution has an attraction for public interest in using the educational services provided. Brand image does not come by itself but is built by all existing human resources. Brand image is an important factor for an educational institution because it serves as a differentiating identity from other institutions and as a natural promotional asset in society. This study aims to analyze and find strategy in building brand image of Islamic educational institutions to increase public interest carried out by MA Ma'arif NU Blitar City and MA Ma'arif Udanawu Blitar Regency. This research uses a qualitative approach and is a case study research type with a multi-site research design. Data collection techniques were carried out by (1) in-depth interviews, (2) participatory observation, (3) documentation. Data analysis was carried out with steps of data collection, data reduction, data condensation, data display, and drawing conclusion. The results of this study found that the strategy in building a brand image in Islamic educational institutions is carried out by holding direct or face-to-face meetings with the community and utilizing mass media or social media to build positive impression in the minds of the public.