Abstract
This article is a research on the brand strategy undertaken by the management of the Sheikh Zayed Grand Single Mosque in its efforts to achieve the Pioneers of Religious Moderation Mosque (MPMB). The program aims to increase tolerance, nonviolence, national commitment and local wisdom. The research method used is qualitative descriptive. The data of the research results was analyzed based on Guilder's theory, namely brand positioning, brand identity, and brand personality. Different programs With a planned and organized brand strategy, this mosque not only serves as a place of worship, but also enriches the interaction between religious communities as a form of mosque of religious moderation pioneers.
Keywords: Strategy; Branding; Religious Moderation; Sheikh Zayed Grand Mosque

Abstrak
Artikel ini merupakan penelitian tentang strategi branding yang dilakukan oleh Pengurus Masjid Raya Sheikh Zayed Solo dalam usahanya untuk mewujudkan Masjid Pelopor Moderasi Beragama (MPMB). Program tersebut bertujuan untuk meningkatkan toleransi, anti kekerasan, komitmen kebangsaan, dan kearifan lokal. Metode penelitian yang digunakan adalah metode kualitatif deskriptif. Data hasil penelitian dianalisis berdasarkan teori dari Gelder yaitu, Brand Positioning, Brand Identity, dan Brand Personality. Berbagai program dengan strategi branding yang terencana dan terstruktur, masjid ini tidak hanya berperan sebagai tempat ibadah, tetapi juga memperkaya interaksi antarumat beragama sebagai bentuk Masjid Pelopor Moderasi Beragama.
Kata Kunci: Strategi; Branding; Moderasi Beragama; Masjid Raya Sheikh Zayed