Identity Branding for Islamic University in IR 4.0 Era
- DOI
- 10.2991/aicosh-19.2019.43How to use a DOI?
- Keywords
- Brand Identity; Islamic University; New Media
- Abstract
Today the world has entered an era where everything can be easily accessed through the internet, called the industrial revolution 4.0 era. In this era, educational institutions, particularly Islamic Universities, are encouraged to perform branding activities because Islamic values in curriculum and learning methods in Islamic universities received positive impression from their users. In this case, academics in Islamic universities are considered as religious people. However, the word ‘Islam’ in Islamic universities has hindered people from other religions to join, enrol, or participate in these educational institutions. As such, Islamic universities are considered as an exclusive institution. Such considerations are perilous for these institutions because the fact that Indonesia has diverse cultures with many religions is indisputable. Therefore brand identity activity should be carried out by Islamic universities in order to build credibility, image and a positive reputation in the community. New media has become one of the tools that can be used to carry out branding activities of Islamic college identity optimally and effectively. This study describes how States Islamic University of Sunan Kalijaga carries out brand identity activities and significances of brand identity made through new media. This research used descriptive qualitative as its method, by conducting observations and in-depth interviews with authorized officials and public relations teams as key informants.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Lelita Azaria Rahmadiva AU - Bono Setyo AU - Niken Puspitasari PY - 2019/08 DA - 2019/08 TI - Identity Branding for Islamic University in IR 4.0 Era BT - Proceedings of the 1st Annual Internatioal Conference on Social Sciences and Humanities (AICOSH 2019) PB - Atlantis Press SP - 204 EP - 209 SN - 2352-5398 UR - https://doi.org/10.2991/aicosh-19.2019.43 DO - 10.2991/aicosh-19.2019.43 ID - Rahmadiva2019/08 ER -