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| Main Authors: | , , |
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| 格式: | Recurso digital |
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Zenodo
2021
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| 主題: | |
| 在線閱讀: | https://doi.org/10.5281/zenodo.18514920 |
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書本目錄:
- As part of branding, brand positioning is essential. Krida Wacana Christian University (UKRIDA) attempted to position itself as an educational institution different from other religious or secular-based universities. This study aims to look at the description of UKRIDA's brand positioning as a Christian university using a qualitative approach through semi-structured interviews with relevant university staff and a descriptive analyze through its website and online media. The result shows that UKRIDA utilizes Christian values as a brand foundation and establishes their brand positioning with the assistance of several media. This brand positioning is applied towards the general public, Christian schools, and churches. Moreover, UKRIDA does not provide exclusive treatments to Christian students; be it Christian students or students from other religious communities, all individuals are treated in an equal manner. This non-exclusivity treatment allows UKRIDA to market themselves in various walks of life. Nevertheless, there are still some challenges that UKRIDA faces in establishing its brand