Implementasi Citizen Public Relations Melalui Ekspresi Diri Instagram Dalam Membangun Brand Awareness Universitas Universal

ABSTRAK Penelitian ini bertujuan untuk memahami motif para mahasiswa membuat posting ekspresi diri yang identik dengan brand Universitas Universal (UVERS), memahami bagaimana ekspresi diri para mahasiswa tersebut membangun brand awareness Universitas Universal (UVERS), dan alasan para mahasiswa memilih Instagram untuk melakukan ekspresi diri. Penelitian kualitatif ini menggunakan metode Kualitatif Deskriptif dengan menerapkan teknik pengumpulan data focus group discussion (FGD), teknik wawancara, observasi, hingga pengumpulan data dokumen, visual, dan audio. Temuan yang didapatkan melalui penelitian ini adalah para mahasiswa memiliki motif untuk memperkenalkan kegiatan dan nilai-nilai Universitas Universal (UVERS) di setiap ekspresi dirinya di Instagram. Sedangkan brand awareness Universitas Universal (UVERS) dapat terbentuk dengan SoMe storytelling branding atau Citizen Public Relations yang dilakukan oleh para mahasiswa. Kemudian para mahasiswa juga tertarik menggunakan Instagram karena kelebihan Instagram untuk surveillance, documentation, creativity, dan coolness. Kata Kunci : Motif, Brand Awareness, SoMe Storytelling Branding, Citizen Public Relations. ABSTRACT This study aims to understand the motives of students to post self expression that is identic to the Universal University (UVERS) brand, understanding how the student self expression builds Universal University (UVERS) brand awareness, and their reason chose Instagram to do self expression. This qualitative research uses descriptive qualitative method by applying focus group disscussion (FGD) data collection techniques, interview techniques, observation, and collecting document, visual, and audio data. The findings obtained through this study are that students have a motive to introduce the Universal University (UVERS) activities and values in each expression of themselves on Instagram. While, Universal University (UVERS) brand awareness can be formed with SoMe storytelling branding or Citizen Public Relations conducted by students. Then the students are also interested in using Instagram because of the advantages of Instagram for surveillance, documentation, creativity, and coolness. Keywords : Motives, Brand Awareness, SoMe Storytelling Branding, Citizen Public Relations.

People’s Movement under a Revolutionary Brand: Understanding The Maoist Movement in Odisha

A dominant narrative understands the Maoist movement in Odisha as a spillover effect from the neighbouring state of Andhra Pradesh. On the contrary, the Maoist movement in Odisha can be well understood through the resistance movements led by the communists, tribals, peasants and the labourers. Along with these movements, the Maoists in Odisha have evolved through many forms and shades. While the Maoist movement in Odisha, in its present form, claims to have brought together multiple people’s movements under its brand fold, many of these movements continue to be functioning without any link with the Maoists. Despite their independence in nature, these people’s movements are mostly engaged with and understood through the prism of the Maoists. The process of linking the people’s movements with the Maoists converts the ‘social’ aspects of the issues, grievances and demands to ‘security’ centric. Drawing from such understandings of the people’s movements and their interactions with the Maoists, the article critically engages with the Maoist movement in Odisha. A major objective of the article is to identify issues and contenders around people’s movements and the process through which they interact with the Maoists.

Understanding Doppelgänger Brand Image

With ubiquitous digital growth in the last two decades, consumers' belief of authenticity has become robust. Empowered consumers voice their opinion boldly through internet medium. Antibrand activists, bloggers and loosely organized network of consumers continuously monitor the activities of deceitful marketers and one insidious tactic turns the emotional image to doppelgänger brand image (DBI) - disparaging images and stories about a brand. This article helps in giving insights about the concept of DBI and show the paradoxical side of emotional branding. The concept has been explained with illustrations and recent issues like net neutrality in India, Maggi ban, etc. In addition, the chapter also covers the motivations to create DBI, brands susceptible to DBI and location of such images. The work puts across the schemes where managers could turn this threat of DBI into an opportunity to tell a new brand story, thereby regaining the emotional appeal for the brand. Understanding the concept of DBI would help the readers appreciate the area of emotional branding in better light.

Brand Revitalization

Brand revitalization may be defined as putting a new lease of life to a dying brand. Revitalizing a brand is first of all a task of creating innovative products in line with the tastes of today's new customers, not those of yesterday's. Even when the brand may be very old, it should leave in the memory some traces, then only it would be fruitful to revamp the declining brand. The chapter discusses the meaning of brand revitalization, its causes and symptoms. The concept has been explained from the Indian perspective giving various examples from India. The chapter further discusses the various ways in which a dying brand may be given a new lease of life. The chapter discusses the role of emotional connect of the customers with the brand in particular. There is a detailed analysis of how Cinthol, a leading brand of soap in 1980's lost market in 1990's and how it revived itself by reconnecting with youth 2000 onwards. This chapter would add to the knowledge of the reader in the following ways: understanding the concept of brand revitalization and the rationale for reviving a brand; understanding the reasons why a successful brand loses its relevance and the indicators of the downfall; and understanding the linkages between emotional connect with the target audience and brand revitalization

Examining the drivers of employee brand understanding: a longitudinal study

Purpose The purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at various moments in the early tenure of service employees. Employee BU is a prerequisite of brand promise delivery among service employees. Previous studies, using cross-sectional samples, established that brand-oriented recruitment, training and leadership are significant BU drivers. Design/methodology/approach A three-wave survey was collected from a 105-member panel of recent hires at a restaurant chain that displayed a strong brand culture and adopted internal brand management (IBM) practices. Structural equation models with carryover effects were estimated to measure the impact of BU drivers on Day 1, as well as at four and seven months of tenure. In addition, a latent growth model of BU was estimated using random coefficients modeling. Findings Results show a significant positive effect of IBM practices on BU at each point in time; however, despite this, by the seven month milestone, BU is still not fully developed. Research limitations/implications As with most organizational longitudinal studies, there was sample attrition because of the high turnover that characterizes the restaurant industry. This attrition is not believed to be correlated with the variables measured in the study. Practical implications Managers seeking a differentiated customer experience should not assume new hires attain a good understanding of the service brand even after the first seven months of tenure. Hence, brand training and leadership should extend well beyond this time frame. Originality/value This study is the first, as per the authors’ understanding, to use a longitudinal design to model BU as a dynamic variable because it befits the learning trajectories of new employees.

Brand Empowerment and Brand Consistent Behavior: Mediating Role of Brand Psychological Ownership and Employee Brand Understanding

This study aimed to investigate the connection of brand empowerment with employee brand understanding, brand psychological ownership, and brand consistent behavior. Secondly, mediating role of brand psychological ownership and employee brand understanding in the relationship of brand empowerment and brand consistent behavior was also examined. Survey method was used to collect data from 274 employees of banking sector through multistage sampling. Measures of Brand Consistent Behavior Scale (King, Grace, & Funk, 2012), Employee Brand Understanding Scale (Piehler et al., 2016), Brand Psychological Ownership Scale (Chang et al., 2012), and Brand Empowerment Scale (King, So, & Grace, 2013) were used. Results affirmed the positive relationship between brand empowerment with brand psychological ownership and employee brand understanding. Moreover, brand psychological ownership and employee brand understanding had positive relationship with brand consistent behavior of the employees. Findings further indicated that the relationship of brand empowerment and brand consistent behavior was mediated by brand psychological ownership and employee brand understanding. Implications of the study were also discussed.

Impact of External Communication on Internal Brand Management Outcomes Using Employees as a Second Audience: A Comparative Analysis of Manufacturing and Service Sectors of Pakistan

This study investigated the effect of External Brand Communications on internal brand management practices using brand commitment and brand understanding as factors determining the phenomenon and subsequently analyzing the effect of both internal and external factors on brand citizenship behavior. A sample size of 300 respondents was selected from manufacturing and service oriented companies and the effects were analyzed using Structural Equation Modeling. It was found that there is significant and positive influence of brand understanding in determination of brand citizenship behavior and reflected mediating role of external communication congruence. Furthermore, it has also found that internal brand management practices are more evident in case of manufacturing firm i.e. a reputed Biscuits Manufacturing Company as compare to financial firm i.e. a renowned Private Limited Bank. It reveals necessity of work required in case of Private Limited Bank to work on external communication practices and integrate it with internal brand management practices to increase its role in determination of employee behavior and their role in propagating brand image as second audience.

PENGUATAN WORD OF MOUTH MELALUI STRATEGI INTERNAL BRANDING DI PERGURUAN TINGGI SWASTA INDONESIA

The purpose of this research is to generate a mapping the level of internal customer internalization of the PTS brands based on intellectual commitment and emotional commitment, as well as its influence on the power of WOM. The sample used is PTS' lecturer in Jakarta area as internal customer. Measurement of brand internalization in this research through the assessment of intellectual commitment, and emotional commitment of lecturers to PTS' brand. Data were collected through answers from questionnaires containing sample opinions on research variables. While the model of the influence of intellectual commitment and emotional commitment to WOM is done by using the model of Structural Equation Model (SEM) processed using the PLS program. The result of this research concludes that the lecturer is in the segment of brand activist. Another result of this research is intellectual commitment and emotional commitment are statistically significant influence on WOM. So that the WOM strength of the lecturer, can be built through the improvement of brand understanding, brand trust and brand delivery lecturers.