Law firm brand marketing communication in Jakarta (Case study in Ihza & Ihza Law Firm Jakarta)

Abstract

Digital technology development makes people easier to find information about company, then company should be more creative to get people attention. Law firm is a company that is not allowed to advertise the company itself as regulated in Kode Etik Advokat Indonesia and Etika Pariwara Indonesia. This article examines how one of Jakarta's law firms do brand marketing communications with restrictions owned for promoting their legal services. This article focuses on how law firms do brand marketing communication to strengthen brand equity that will impact corporate image in people view. Brand defined by American Marketing Association as “A name, term, symbol, design, or all combined, that identifies one seller's good or service as distinct from those of other sellers and differentiate them from competitors.†This research uses qualitative approach with observation as data collection method. The purposes of this research is to analyze brand marketing communication process that influenced by someone’s personal branding on Ihza & Ihza Law Firm today. This research is useful for a law firm in building brand equity and also beneficial for academics. Keywords: Law Firm; Brand Marketing Communication; Brand Equity; Personal Branding; Corporate Image;