Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia Article Swipe

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Dewi Warda Wibowo , Avizatuz Zahro , Pratiwi Yuni Rahayu , Miftahul Huda ·

YOU? · · 2025 · Open Access · · DOI: https://doi.org/10.55606/jass.v6i2.1867

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.

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DOI: https://doi.org/10.55606/jass.v6i2.1867

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Title: Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia

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Type: article

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Language: en

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Publication year: 2025

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Publication date: 2025-05-05

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Authors: Dewi Warda Wibowo, Avizatuz Zahro, Pratiwi Yuni Rahayu, Miftahul Huda

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Landing page: https://doi.org/10.55606/jass.v6i2.1867

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