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All Journal Journal of Administrative and Sosial Science (JASS)
Pratiwi Yuni Rahayu
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia Dewi Warda Wibowo; Avizatuz Zahro; Pratiwi Yuni Rahayu; Miftahul Huda
JOURNAL OF ADMINISTRATIVE AND SOCIAL SCIENCE Vol. 6 No. 2 (2025): Juli: Journal of Administrative and Sosial Science (JASS)
Publisher : Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jass.v6i2.1867

Abstract

This research aims to analyze the conceptual relationship between brands and public relations (PR) in the context of business and socio-cultural dynamics in Indonesia. Through a literature study method with a qualitative approach, this research explores the role of PR in building brand identity, managing reputation, and facing challenges in the digital era. The study focuses on three main aspects: (1) the development of the brand concept in Indonesia which is not only a visual identity, but also a representation of values ​​and emotional relationships with consumers; (2) definition and function of PR as a strategic communication tool to create a positive image; and (3) integration of brand and PR in a communication strategy that is adaptive to local characteristics. Initial findings show that brand-PR synergy in Indonesia requires a participatory approach, message consistency, and the use of digital media, emphasizing cultural values ​​such as family and religiosity.
Co-Authors Avizatuz Zahro Dewi Warda Wibowo Miftahul Huda