Towards Global Reputation, IPB University Holds Strategic Brand Communication Workshop
As a strategic step to strengthen the institution’s reputation at the global level, IPB University held a Strategic Brand Communication Workshop for three days (June 10-12) at the Dramaga Campus. This activity includes three main trainings: Brand Foundation, Visual Brand Guide, and Social Media Management.
In his remarks, IPB University Vice Rector for Global Connectivity, Cooperation, and Alumni, Prof Iskandar Z Siregar said that this activity was part of the continuous improvement process carried out by IPB University.
“This year hopefully we will get better. Improvement efforts are carried out in parallel, and this activity is one of the forums to receive input from all of you regarding branding for IPB University,” he said.
According to Prof Iskandar, institutional branding is now a strategic need, not only to build an image, but also to support the achievement of international rankings.
“IPB University continues to do branding, including through the world ranking scheme. However, this must also be in line with the policies of the Ministry of Higher Education, Science, and Technology (Kemendiktisaintek), including in adjusting the new tagline,” he explained.
He added, the Strategic Plan (Renstra) of IPB University has set two main ranking targets, namely QS World University Rankings (WUR) and The Impact Rankings which focus on 17 Sustainable Development Goals (SDGs) indicators.
Currently, IPB University has also occupied the 426th position in the world in QS WUR. Specifically for By Subject Agriculture and Forestry, IPB University is ranked 49th in the world, which shows a strong global reputation in agricultural science.
Meanwhile, Brand and Communication Expert, Kandi Windoe said the importance of brand equity for universities as a foundation for long-term reputation. “Brands are not just logos and colors, but about perceptions and impacts that are consistently felt by all stakeholders ranging from students, lecturers, alumni, industry, and society,” he said.
The process of strengthening the IPB University brand, continued Kandi, was carried out through three main phases: brand discovery, strategy development, and action planning. The whole approach is based on the results of internal and external perception audits, visual communication analysis, and comparative studies with leading universities in Indonesia.
“Values such as sustainability, innovation, and global collaboration are also the foundation in forming a strong brand essence,” he said. (dr) (IAAS/LAN)
