Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia

Dewi Warda Wibowo ; Avizatuz Zahro ; Pratiwi Yuni Rahayu ; Miftahul Huda
Journal of Administrative and Sosial Science (JASS... 📅 2025 Vol 6, No 2 🔗 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.
Keywords
Brand; Public Relations; Strategic Communication; Brand Reputation; Local Culture; Digital Media; MSMEs
How to Cite

Dewi Warda Wibowo, et al. (2025). Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia. Journal of Administrative and Sosial Science (JASS), 6(2). https://doi.org/10.55606/jass.v6i2.1867

Dewi Warda Wibowo; Avizatuz Zahro; Pratiwi Yuni Rahayu; Miftahul Huda, "Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia," Journal of Administrative and Sosial Science (JASS), vol. 6, no. 2, 2025.

Dewi Warda Wibowo; Avizatuz Zahro; Pratiwi Yuni Rahayu; Miftahul Huda. "Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia." Journal of Administrative and Sosial Science (JASS), vol. 6, no. 2, 2025.

Dewi Warda Wibowo; Avizatuz Zahro; Pratiwi Yuni Rahayu; Miftahul Huda. "Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia." Journal of Administrative and Sosial Science (JASS) 6, no. 2 (2025).

Dewi Warda Wibowo, et al. (2025) 'Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia', Journal of Administrative and Sosial Science (JASS), 6(2). doi: 10.55606/jass.v6i2.1867.

Dewi Warda Wibowo; Avizatuz Zahro; Pratiwi Yuni Rahayu; Miftahul Huda. Brand dan Public Relation: Sebuah Kajian Konseptual dalam Konteks Indonesia. Journal of Administrative and Sosial Science (JASS). 2025;6(2).

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