This research was aimed at finding out how to build the brand image in increasing school competitiveness in SMP Muhammadiyah Al-Mujahidin, and the factors supporting and obstructing in building the brand image to increase school competitiveness in SMP Muhammadiyah Al-Mujahidin. The research was case study and used qualitative approach. Then, the data collected would be analyzed with descriptive qualitative approach to find out the effort in building the brand image, in increasing the school competitiveness in SMP Muhammadiyah Al-Mujahidin. The result and discussion of the research showed that 1) The effort in building the brand image in SMP Muhammadiyah Al-Mujahidin was conducted by delivering explicit vision and mission and creating school positive image by encouraging the teachers to increase their professionalism, constructing a conducive and student-friendly learning environment, building a strong management, creating a broad but balance curriculum, giving a meaningful evaluation and report of the students’ achievements, and involving parents and society. 2) The effort conducted in increasing the school competitiveness in SMP Muhammadiyah Al-Mujahidin was by creating positive school brand image, always anticipating competitor and the emergence of new competitor, and creating leading programs. 3) The factors that supported brand image building to increase the school competitiveness were teachers, a harmonious relationship, facilities and infrastuctures that support the learning, good cooperation, conducive and confortable environment condition and school atmosphere, and strategic place of the school. Meanwhile, the obstructions faced were in funding and coordination divisions. Keywords: brand image, competitiveness