BRANDING APPLICATION IN HIGHER EDUCATION INSTITUTION: A CASE STUDY OF SBM ITB
Universities used to have rather little competition and branding was therefore not an issue that required attention. However, like most service-oriented organizations, universities are today facing an environment that is becoming increasingly competitive and must therefore strive to find new ways...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/64557 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Universities used to have rather little competition and branding was therefore not an issue that
required attention. However, like most service-oriented organizations, universities are today facing
an environment that is becoming increasingly competitive and must therefore strive to find new
ways to differentiate themselves and tell their story.
SBM ITB until now doesn't have brand guidelines. Because of that SBM ITB has inconsistent
brand and the implication of that can made confusion for the public especially the ideal if the
institution or company. This research aims to examine the branding of SBM ITB, to identify their
brand identities and how these are communicated. Taking into consideration that effort goes into
creating SBM ITB brand guidelines and the quality of information there, this branding guidelines
are very important so that all civitas and all the people who involve, such as lecturer, teaching
staffs, researcher, and all activities that involve internals, externals, and public. So, it requires to
understanding and same perception about the SBM ITB brand.
In this research, the methodology using qualitative research and quantitative research. From
qualitative research the author doing qualitative research using in-depth interviews from key staffs
Marketing and Communication Department SBM ITB. The quantitative research will be done by
distributing the questionnaire to the public to measure brand identity with Likert scale. The result
that SBM ITB brand identity match with Marketing and Communication Department SBM ITB
by customer perceptions to be associated with cheerful, friendly, exciting, spirited, confident,
affordable, trust, creativity, loyalty, fresh, and calm. The brand identity of SBM ITB can be add
based on Hudrasyah study with dynamic, intelligent, firm, and creative. |
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