Tebuireng?
Jombang, Juni 2019
Ahmad Fachrudin
“GOOD COMMUNICATION HAS TO BE RECEIVED
AND UNDERSTOOD BY THE INTENDED TARGET
AUDIENCE IN THE WAY IT WAS INTENDED”
(Garry Emery)
2
Elemen Komunikasi
Kepada Apa
Siapa, siapa,
hasilnya
Mengatakan Bagaimana
apa, caranya,
• “Pandangan sementara
(jangka pendek) terhadap
organisasi dalam suatu
kurun waktu tertentu”
(Bick, Jacobson,
and Abratt 2003)
Reputasi
• “Keseluruhan penilaian pihak eksternal terhadap organisasi
dari waktu ke waktu.” – (Gotsi and Wilson, 2001)
Para
Organisasi 3. Citra Pemangku
terbangun Kepentingan
4. Reputasi
1. Identitas
Source: Brown, Tom, Peter Dacin, Michael Pratt and David Whetten (2006)
Brand
Brand
Brand Tebuireng
Brand & Identitas
• Visi
Rencana • Misi
• Tujuan
Strategis • Budaya
• Logo
• Warna
Brand • Gambar
• Teks
IDENTITAS
Brand & Branding
Sumber: https://trainofthought.net/branding/the-differences-between-brands-and-branding-355/
Kegiatan Branding
Diperhi-
Mengenal Dikenal Diterima
tungkan
BRANDING
Communicati
on Plan S
INSTITUTI U
ON S
T
Brand value A
I
N
A
Inst. value PUBLIK B
I
L
Memberikan Merubah Merubah I
Inst. informasi persepsi sikap/ T
Reputation perilaku Y
Terima Kasih
Ahmad Fachrudin