“Internet or online communication is an unfinished issue. Online media is also different from conventional media, the presence of online media is something positive for the development of information and communication technology. The development of this communication technology certainly has an important role, including in Corporate Brand and Personal Brand. Personal branding is the key to building and developing millions of professionals, while corporate branding is the application of the use of the company name as a product brand, and the company name is used as a guarantor of the quality of the products or services provided by the organization or company. This webinar will discuss more deeply about the Brand Alignment Strategy and Personal Brand.” This was conveyed by Dr. Yanuar Luqman, S. Sos., M.Sc.,

Present as resource person Dr. Hifni Alifahmi, M.Sc., IAPR (Observer of Corporate Communication Public Relations, Marketing Communication, Lecturer/Chairman of the Master of Communication Studies Program, Sahid University, Jakarta). He said a brand or brand is a perception that comes from the experience or information of a product because it is a brand that distinguishes a product from others. While branding is the process of creating a brand image that is able to bind or touch the hearts and minds of customers, and that is a sign that it is time to rebrand.

Meanwhile, to build the company’s reputation to be strong and good for buyers and consumers, is through campaigns that emphasize the attributes of vision and leadership, social responsibility, emotional appeal, product and service, workplace environment and financial performance.

“We need to map and know the brand position or brand position compared to competitors in the minds of customers, potential customers, and in the eyes of stakeholders. The stages are identification, then selection of mainstay attributes, communication of these main attributes to create brand differentiation,” he explained.

Source: Universitas Diponegoro