Brand equity analysis study of International Women University and the implementation strategy to the Social Media Communication.
Umi Narimawati, Amanda Bunga Gracia
Universitas Komputer Indonesia, International Women University
Abstract
The availability of selections on higher education institutions in Bandung has created a rigid competitiveness in its market. Offering a suitable academic curriculum and facilities becomes inadequate. International Women University (IWU) is the first university in Indonesia that focuses on women empowerment while offering international program as its brand value. Even though it is categorized as new, IWU has a strong brand image on women and internationality. The analysis of IWU-s brand equity was done by qualitative (in-depth interview) and a quantitative method applied in order to observe the basic information regarding the type of social media they use the most, the time consumption, as well as their attitude towards celebrity endorser (3 sets of question regarding digital media consumption). 3 different group of stakeholders such as potential students (high school students), parents, alumni, are chosen as the respondents with total number of 30 people. 3 (three) different group of respondents have similarity in perceiving IWU to be distinctive and unique. While the 3 (three) of them also recognize the international program offered by IWU. Moreover, potential students and parents think that IWU is an institution that accept “women only” perceiving from the name given. While alumni think IWU as credible. And lastly, the 3 groups would likely recommend IWU to their friends, relatives, families, etc. The usage of digital media is summarized as 5-8 hours per day for both potential students and alumni, with Instagram as the social media used the most. Meanwhile, parents use internet on average of 1-3 hours on their daily basis, with Facebook as the social media they consume the most. 3 groups think that endorsers play important role in representing products.
Keywords: Branding, Integrated Marketing Communication, Digital and Social Media Communications
Topic: Communication Science