What's happening in PresUniv
Jakarta, Indonesia – Wednesday (11/10), Professional Development Center (PDC), President University held a seminar entitled “Branding in a Digital Age”, with Prof. Cleopatra Veloutsou, an expert in brand management from the University of Glasgow, United Kingdom. It was held at The Batavia Tower, Jakarta.
The seminar talked about how to build a brand in order to compete in the global era, an era marked by rapid changes due to the application of technology. Such rapid changes are often create problems for many companies when promoting and managing their brands.
In this seminar, Veloutsou, who is also the Head of Marketing Research Unit in the Athens Institute of Education and Research, Athens, Greece, and also the Editor of the Journal of Product and Brand Management, shared her knowledge about brand; its identity and reputation. She also shared how companies can identify their brand identity and some branding tips in the digital age that can be applied by companies and institutions.
“Companies spend too much money on branding and re-branding, but the only thing that they really do was producing a new logo. This happens because only few understand their brands and what the brand actually needs”, said Veloutsou.
Pentingnya Branding di Era Digital
Jakarta, Indonesia – Rabu, (11/10), Professional Development Center (PDC), President University, mengadakan seminar “Branding in a Digital Age” dengan pembicara Prof. Cleopatra Veloutsou, pakar brand management dari University of Glasgow, United Kingdom. Seminar ini diadakan di Menara Batavia, Jakarta.
Seminar membahas tentang bagaimana membangun sebuah merek agar dapat bersaing pada era global, sebuah era yang ditandai dengan cepatnya perubahan terutama berkat penerapan teknologi. Perubahan semacam ini kerap menjadi masalah bagi banyak perusahaan dalam mempromosikan dan mengelola merek-mereknya.
Dalam seminar ini, Veloutsou yang juga kepala Marketing Research Unit di Athens Institute of Education and Research, Athena, Yunani, dan editor dari jurnal Product and Brand Management, berbagi pengetahuan tentang aktivitas branding, identitas merek, dan reputasi merek. Lalu, bagaimana perusahaan mengetahui identitas merek mereka dan beberapa tip branding di era digital yang dapat diterapkan perusahaan atau institusi.
"Perusahaan menghabiskan terlalu banyak uang untuk melakukan aktivitas branding dan merancang ulang merek, namun satu-satunya hal yang benar-benar mereka hasilkan hanyalah perubahan logo. Ini terjadi karena perusahaan hanya memiliki sedikit pemahaman tentang merek dan apa yang sebenarnya dibutuhkan oleh merek", pungkas Veloutsou.
