More than Classrooms: How School Culture Creates a School Brand?

School culture is important for creating a school identity and, consequently, school branding. Using the method of critical and content analysis and theoretical reflection, the study explores the correlation between school culture, marketing, and educational sciences. The research problem arises from the insufficiently clear connection between the school brand, school culture, and the role of principals. The aim of the study is to determine how school culture contributes to the formation of a school brand. The theoretical assumptions of Keller's CBBE model and Balmer's AC4ID model of corporate identity were used. This study is interdisciplinary because it connects the fields of management, marketing, and pedagogy with the aim of bridging the gap between the educational sciences of school leadership and management. The main results indicate the strong influence of school culture on the emotional connection of all stakeholders, as well as their loyalty to the school. This study also provides a deep understanding of the concept of school culture and branding, offering valuable insights for educational institutions.