BUILDING INTERNAL BRAND OF A UNIVERSITY

Abstract

“Brand” of a university is often identified through the perspective of outsiders mainly through the form of promoting the image to the outside of the interested audience. Therefore, this article wants to discuss the importance of building "Internal Brand", besides developing the “external” brand to target potential customers. Internal brand is started from individuals inside the school, each person is considered a "representative" for values of the brand. The article also gives some suggestions for building and developing internal brand in higher education