This study aims to describe the implementation of the Qur’an memorization program as a branding strategy for Islamic educational institutions to increase prospective students’ interest in the New Student Admission System (SPMB) process at SMP Islam Kedung Jepara. The study employs a qualitative approach using a case study design. Data collection techniques were conducted through observation, in-depth interviews, and documentation, involving the school principal, the tahfidz coordinator, teachers, the SPMB committee, parents of students, and new students. Data analysis used an interactive model comprising data reduction, data presentation, and drawing conclusions, while data validity was ensured through triangulation of sources and techniques. The research findings indicate that the tahfidz program serves as the school’s primary identity, distinguishing SMP Islam Kedung Jepara from other educational institutions. The tahfidz program is implemented in a structured manner through daily memorization, memorization recitations, review sessions, achievement evaluations, and tahfidz graduation ceremonies, thereby shaping the school’s image as a religious and high-quality institution. In addition to serving as the institution’s identity, the tahfidz program is also utilized as a primary promotional strategy in student recruitment through social media, brochures, school outreach, publication of achievements, and community testimonials. The existence of the tahfidz program has proven to increase prospective students’ interest and parents’ trust, as it is perceived as capable of providing a balance between general education and religious education. Thus, the tahfidz program serves as an effective branding strategy for building a positive image and enhancing the competitiveness of Islamic educational institutions.