This study analyzes the rebranding strategy conducted by the Universitas Aisiyah Yogyakarta (UNISA). The purpose of this study is to describe the rebranding strategy used by UNISA. The method of the researchers is descriptive qualitative, it is because this study will describe and interpret everything related with the issues in the research object. The object of this study is Universitas Aisiyah Yogyakarta (UNISA). It is located at JL. West Rim No 63, Mlangi, Nogotirto, Gamping, Sleman. This study shows that the rebranding strategy undertaken by UNISA is to do with the formation of brand identity and brand awareness. Brand identity is done by the visualization can be viewed by the public through logos and video profile. While brand awareness is done by organized activities as well as improving the quality of the school itself. For example, held some seminars, joined the competition between the students and the other students, also preparing the accreditation of the study program of UNISA.