Brand Strategy in Higher Education; Before and During Pandemic COVID-19

Abstract

The Covid-19 pandemic which began to spread at the end of 2019 had an impact on many aspects of life. Educational institutions are faced with new challenges that force leaders to change and take strategic steps, including in managing the university brand. This study focuses on two things, namely the branding strategy that is implemented before and during the pandemic. Using a qualitative approach, this study resulted in two discussions, namely: 1) the branding strategy implemented at UIN Maulana Malik Ibrahim Malang before the pandemic began with an analysis of the segments to be served, gradually UIN Malang determined the national, regional and international levels. Then proceed with building campus positioning, strengthening differentiation and communicating well to stakeholders. 2). The university's branding strategy during the pandemic begins by analyzing the needs of primary stakeholders (students) and the urgent matters that should be given to them. Trying to communicate the positioning of the campus, the university values that must be conveyed to students, strengthen and be more creative in creating differentiation, especially in the digital field. Doing creative digital promotions. Offers convenience, modern and attractive digitization, but remains strong in the university's positioning.