University Branding Facing the Compe//on Challenges. Amalia E. Maulana, Ph.D. Brand Consultant & Ethnographer Director, ETNOMARK Consulting

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1 University Branding Facing the Compe//on Challenges Amalia E. Maulana, Ph.D. Brand Consultant & Ethnographer Director, ETNOMARK Consulting

2 Amalia E. Maulana, Ph.D. Brand Consultant and Ethnographer Director, ETNOMARK Consulting ethnography marketing solutions, PhD in Marketing, School of Marketing, UNSW, Sydney, Australia Faculty member BINUS Business School, IPMI International Business School, LSPR Graduate Program 12 years working experience in multinational FMCG companies, such as: PT Unilever Indonesia and PT Frisian Flag Indonesia. 16 years teaching/consulting experience : Head of Program, MM Strategic Marketing, Binus Business School Columnist in various magazines and newspapers Book Author, Consumer Insights via ETHNOGRAPHY (2009) BRANDMATE: Mengubah Just Friends Menjadi Soulmates (2012) PERSONAL BRANDING: Membangun Citra Diri yang Cemerlang (2015) Best Speaker: StandUpMarketing, MarketingClub Event (2014) Visit: Follow

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5 Your University Brand

6 Your Views vs Their Views?

7 How Strong is Your University Brand?

8 How Strong is Your Stakeholders Brand?

9 How Strong both of them TOGETHER?

10 Brand Integration Stakeholders and University Stakeholders UNIV

11 Challenges Hypercompetitive Market Global Scope Digital Natives as Audiences

12 Moment of Truth: Promises Delivered ZMOT FMOT SMOT

13 University Branding Holistic - Involves the whole organization Strategic - Shapes the future direction of the company Relational - is founded in the web of Internal-External Stakeholders activities

14 STRONG BRAND???

15 Successful Brands exemplify: RELEVANCE CONSISTENCY DISTINCTIVENESS

16 BRANDING Bukan sekedar Mengiklankan UNIVERSITAS tetapi Memastikan MAKNA dan ASOSIASI nya sampai kepada Audience Membangun: REPUTASI TRUST

17 Pengambil keputusan seringkali belum paham prinsip branding. Branding DIPERSEPSIKAN sama dengan MARCOM logo, slogan, iklan, event, spanduk, pameran, dll

18 Branding lebih luas dari MarCom. PENCAPAIAN CITA-CITA Organisasi melalui berbagai kegiatan, bukan MarCom saja. BRANDING: Dominan dengan RISET mendalam, pemahaman dan pengumpulan INSIGHTS yang tajam tentang Stakeholdersnya.

19 Branding Proses identifikasi needs, menciptakan value, delivery dan komunikasi ke target audience yang tepat

20 PEMBOROSAN INVESTASI MARCOM Banyak Institusi yang hanya mengandalkan ASUMSI Tanpa RISET yang holistik Akhirnya BERJALAN TANPA ARAH

21 GAMBLING Pengambil keputusannya tidak memahami filosofi dasar branding. STRATEGI BRANDING tidak tepat. Pemborosan RESOURCES (waktu, energi, biaya) yang tak terlihat di mata : KEGIATAN ACARA2 PROMOSI UNIVERSITAS tidak efisien dan tidak efektif.

22 Concern lain Organisasi hanya fokus pada EXTERNAL Branding, Jarang memikirkan INTERNAL BRANDING. Konflik Internal antar Divisi: Tidak bisa menciptakan ENJOYABLE, MEMORABLE CUSTOMER EXPERIENCE

23 University Brand Complexity High Involvement Professional Services Multiple Brands

24 BRAND AUDIT: Evalua/on of All Contact Points Where is the Brand NOW? University Brand? Leaders Brand? Jurusan/Faculty Brand?

25 STAKEHOLDERS University Partners Alumni Students Government University Brand Management Faculty Member Grants Ins9tu9ons Industry/Users University Associa9ons

26 Brand = Promises The whole cluster of benefits The Institution promise to deliver

27 SPORADIC SYNERGY AGENT OF CHANGE

28 Stakeholders Centric vs Program/Jurusan Centric

29 Characteristics of Stakeholders Centric Organization KOMITMEN No.1 Person Continuous Stakeholders Insights Competitive Advantages Key Persons paham Strategic Brand Management. Mengerti Big Picture dari Cita-cita Brand. SINERGI dalam Strategy Executions

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31 Internal Branding is as important as External Branding

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33 BRANDING Soulmate Good Friend Just Friend

34 Mencapai SOULMATE - Butuh Waktu dan Usaha. - Konversi Konsumen Soulmate : Perlu direncanakan dan dilaksanakan.

35 KPI Brand Who

36 UNIVERSITY BRANDING Key Aspects: Who are The AGENT OF CHANGE Internally and Externally SYNERGY TEAM WORK SOULMATES

37 Life is Short. Build a Strong University Brand Amalia E. Maulana, Ph.D.