BRANDING APPLICATION IN HIGHER EDUCATION INSTITUTION: A CASE STUDY OF SBM ITB

• Main Author: Arief, Irfan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/64557
• Institution: Institut Teknologi Bandung

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.