An Analysis of Branding at Islamic Universities Using Mark and Pearson’s Archetypes

Nur Asiyah(1*), Robith Khoiril Umam(2), Yustin Sartika(3)


(1) UIN Raden Mas said Surakarta
(2) Universitas Raden Mas Said Surakarta
(3) Universitas Raden Mas Said Surakarta
(*) Corresponding Author

Abstract


Competition between universities to gain market attention requires various strategies, including the activities of the institution's branding. University branding is obligatory to publicize their existence and values, which differ from competitors, whether in scientific values or other elements. However, sometimes stakeholders to not understand the "branding map" of the competitors surrounding campuses. This study aims to reveal the university's branding using the concept of archetypes written by Mark and Pearson. Twelve archetypes are commonly used for branding: the innocent, the explorer, the sage, the hero, the outlaw, the magician, the regular guy, the lover, the jester, the caregiver, the creator, and the ruler. The data in this research is in the form of text and pictures taken from logos, slogans, visions, and missions of 13 Islamic universities under the Ministry of Research, Technology and Higher Education and the Ministry of Religious Affairs. The study shows that nine of the twelve archetypes appear in Islamic universities. The nine archetypes are the sage, the caregiver, the creator, the explorer, the hero, the innocent, the ruler, the regular guy, and the lover. Each Islamic University has multiple archetypes at once. Therefore, campus branding used in marketing and publication programs can use the most dominating archetypes.


Keywords


archetype, branding, islamic universities

Full Text:

PDF

References


Agus R, A. H., & Ummah, B. (2019). Strategi Image Branding Universitas Nurul Jadid di Era Revolusi Industri 4.0. Tarbiyatuna: Jurnal Pendidikan Islam, 12(1), 59.

https://doi.org/10.36835/tarbiyatuna.v12i1.352

Amini, N. R., Naimi, N., Ahmad, S., & Lubis, S. (2019). Implementasi Kurikulum Al-Islam dan Kemuhammadiyahan dalam Meningkatkan Sikap Religiusitas Mahasiswa di Universitas Muhammadiyah Sumatera Utara. INTIQAD: JURNAL AGAMA DAN PENDIDIKAN ISLAM, 11(2), 359–372. https://doi.org/10.30596/intiqad.v%vi%i.3265

Aurelia Peru-Balan, V. B. (2014). The Archetype and Political Branding: Cultural Background in Persuasion. Cogito-Multidisciplinary Research Journal, VI(2).

Bechter, C., Farinelli, G., Daniel, R., & Frey, M. (2016). Advertising between Archetype and Brand Personality. Administrative Sciences, 6, 5.

Black, J. (2008, January). The Branding of Higher Education. http://www.semworks.net/papers/wp-The-Branding-of-Higher Education.html, (accessed 16 October 2019)

Budiono, T., & Sofyan, K. A. (2022). Unsur-Unsur Lokal Ke-Indonesiaan Dalam Penamaan Kapal Perang TNI AL. Jurnal Sasindo Unpam, 10(2), 15–29.

Bulgakova, M. А., Vertinova, A. А., & Pashuk, N. R. (2022). University brand: factors, tools and main tendencies of development information about authors. Independent Journal of Management & Production, 13(4), s425–s432. https://doi.org/10.14807/ijmp.v13i4.1915

Class, C. (2016). Video Profile Universitas Sultan Agung (Unisula) Semarang. Youtube.Com.

Darmalaksana, W. (2020). Cara Menulis Proposal Penelitian. In Fakultas Ushuluddin UIN Sunan Gunung Djati Bandung. Fak. Ushuluddin UIN Sunan Gunung Djati.

deheer, F., & Tandoh-Offin, P. (2016). Exploring the Benefits of Branding Universities: A Developing Country Perspective. IUP Journal of Brand Management, 12(4).

Dianto, I. (2018). Peranan Dakwah Dalam Proses Pengembangan Masyarakat Islam. Hikmah, 12(1), 98–118. https://doi.org/https://doi.org/10.24952/hik.v15i2

Fahruddin, M. M. (2009). Pusat Peradaban Islam Abad Pertengahan : Kasus Bayt al Hikmah. El-Harakah, 11(3), 181–197.

Fanny, Raden & Ardi, P. (2017). Kajian Semiotika Logo STMIK Bumigora Mataram. SocioTech, Vol 1 No 1(x), 235–239.

Farida, S. N., & Azizah, N. (2019). Penanaman Internal Branding Dalam Membangun Brand Commitment (Studi Pada Universitas Pembangunan Nasional (UPN) “Veteran” Jawa Timur Sebagai Kampus “Bela Negara”). Jurnal Bisnis Indonesia, 10(1), 30–44.

Hamdan, Y. (2001). Pernyataan Visi dan Misi Perguruan Tinggi. Mimbar, 17(1), 90–103.

Högström, C., Gustafsson, A., & Tronvoll, B. (2015). Strategic brand management: Archetypes for managing brands through paradoxes. Journal of Business Research, 68(2), 391–404. https://doi.org/10.1016/j.jbusres.2014.06.009

Kapferer, J. N. (2008). The New Strategic Brand Management. Kogan Page.

Karsono, K., Purwanto, P., & Salman, A. M. Bin. (2021). Strategi Branding Dalam Meningkatkan Kepercayaan Masyarakat Terhadap Madrasah Tsanawiyah Negeri. Jurnal Ilmiah Ekonomi Islam, 7(2), 869–880. https://doi.org/10.29040/jiei.v7i2.2649

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education Limited. https://doi.org/10.1108/jcm.2000.17.3.263.3

Kristiani Samosir, D., Kurnia Nurhayati, I., & Maulana, S. (2016). Hegemoni Penggunaan Bahasa Inggris Dalam Slogan Perguruan Tinggi (Analisis Wacana Kritis Fairclough Pada Slogan Dua Universitas Swasta Di Kota Bandung). Jurnal Sosioteknologi, 15(1), 124–135.

Leijerholt, U., Biedenbach, G., & Hultén, • Peter. (n.d.). Branding in the public sector: a systematic literature review and directions for future research. https://doi.org/10.1057/s41262-018-0116-2

Lofland, J. & L. H. L. (1984). Analyzing Social Settings. Wadsworth Publishing Company.

Lowrie, A. (2018). Understanding Branding in Higher

EducationLowrie, A. (2018). Understanding Branding in Higher Education. In Understanding Branding in Higher Education. Emerson College. https://doi.org/10.1057/978-1-137-56071-1. In

Understanding Branding in Higher Education. Emerson College. https://doi.org/10.1057/978-1-137-56071-1

Mark, M., & Pearson, C. S. (2001). The Hero and The Outlaw : Building Extraordinary Brands Through the Power of Archetypes. McGraw-Hill.

Moh Soehadha dkk. (2016). Pemberdayaan Masyarakat Berbasis Agama ; Model Pengabdian Masyarakat Oleh Dosen Dan Peran Pusat. Religi: Jurnal Studi Agama-Agama, 12(1), 1–16. https://doi.org/https://doi.org/10.14421/rejusta.2016.1201-01

Pertiwi, N. P., & Diniati, A. (2021). Implementasi Strategi Branding Telkom University Sebagai Kampus Swasta Terbaik Melalui Program Tel-U Talk. E-Proceeding of Management, 8(5), 7550–7569.

Poernomo, E., Hidayat, R., & Prayogo, R.R. (2018). Application of Personal Branding as a Campus “Bela Negara” at UPN “Veteran” Jawa Timur. Jurnal Ilmu Komunikasi.

Puti, F E M, Adhani, A., & Wijayanti, W. (n.d.). Analisis Penamaan Jalan dan Nilai Historis Kebangsaan di Kota Madiun. Ghâncaran: Jurnal Pendidikan Bahasa dan Sastra. IndonIesia, 4(1), 46–61. https://doi.org/10.19105/ghancaran.v4i1

Puti, Febri Ersa Millenia, Adhani, A., & Wijayanti, W. (2022). Analisis Penamaan Jalan dan Nilai Historis Kebangsaan di Kota Madiun. Ghâncaran: Jurnal Pendidikan Bahasa Dan Sastra Indonesia, 4(1), 46–61. https://doi.org/https://doi.org/10.19105/ghancaran.v4i1

Rohaeni, A., & Wijiharta. (2020). Review Penelitian tentang Alumni dan Perguruan Tinggi Almamater. Youth & Islamic Economic Journal, 1(1), 12–19.

Seto, M. H. N., Listyorini, T., & Susanto, A. (2015). Pengenalan Pahlawan Indonesia Berbasis Augmented Reality Dengan Marker Uang Indonesia. Prosiding SNATIF, 2, 43–50.

Setyanto, Y., Anggarina, P. T., & Valentina, A. (2012). Branding yang Dilakukan Humas pada Perguruan Tinggi Swasta. 171–182.

Siraj, S., & Kumari, S. (2012). Archetyping the Brand: Strategy to Connect.

Sukandarrumidi. (2012). Metodologi Penelitian: petunjuk Praktis untuk Peneliti Pemula. Yogyakarta: Gadjah Mada University Press.

Supriatna, E. (2019). Islam dan Ilmu Pengetahuan. Jurnal Soshum Insentif, 2(1), 128–136. https://doi.org/https://doi.org/10.36787/jsi.v2i1.106

Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Heliyon, 8(4), e09266.

UNSIQ Media Center. (2022). Profil Universitas Sains Al Qur’an Jawa Tengah di Wonosobo. Youtube.Com.


Article Metrics

Abstract view : 65 times
PDF - 2 times

DOI: https://doi.org/10.26714/lensa.12.2.2022.282-303

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya is licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0

 

 

Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya (Lensa)
p-ISSN: 2086-6100; e-ISSN: 2503-328X
Published by: Faculty of Foreign Language and Culture,Universitas Muhammadiyah Semarang

 

Member of: