Article Sidebar

Download
PDF

Main Article Content

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;

Article Details

Author Biographies

Zaken Azizi, University of Indonesia, Depok, West Java, Indonesia

University of Indonesia, Depok, West Java, Indonesia

Firman Kurniawan Sujono, University of Indonesia, Depok, West Java, Indonesia

University of Indonesia, Depok, West Java, Indonesia

References

  1. Dewan Periklanan Indonesia. (2007). Etika Pariwara Indonesia, 3rd edn, Gedung Dewan Pers, Jakarta.
  2. Komite Kerja Advokat Indonesia. (2002). Kode Etik Advokat Indonesia, Panitia Daerah Ujian Kode Etik Advokat Indonesia, Jakarta.
  3. Kotler, P & Keller, K.L. (2009). Manajemen Pemasaran,13th edn, Penerbit Erlangga, Jakarta.
  4. Montoya, Peter & Vandehey, Tim. (2008). The brand called you: make your business stand out in a crowded marketplace(paperback). McGraw Hill.Inc. New York.
  5. Rampersad, Hubert. K. (2008). Sukes Membangun Authentic Personal Branding. PPM. Jakarta.
  6. Sugiyono. (2005). Metode Penelitian Administrasi. Alfabeta. Bandung.
  7. Damaryanti, Febri. (2017). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian pada Produk J.Co Donuts & Coffee Cabang Margocity Kota Depok (Studi Kasus pada Pelanggan J.Co Donuts & Coffee Cabang Margocity Kota Depok). Universitas Pancasila. Jakarta.
  8. Hanggono, F. Mulya. (2014). Analisis Formulasi Pembentukan Personal Branding Melalui Platform Social Media Berdasarkan Tipe dan Fungsinya (Studi Kasus Formulasi Pembentukan Personal Branding Unaware Person, melalui Brand Awareness dan Brand Personality, menggunakan Facebook, Twitter, dan Instagram). (Master’s thesis, University of Indonesia, Jakarta, Indonesia). Retrieved from http://lib.ui.ac.id/detail?id=20388679&lokasi=lokal
  9. Satria, H. Widi. (2015). Komunikasi Pemasaran Merek Usaha Mikro Kecil Menengah (UMKM) Indonesia (Studi Penerapan Brand Resonance Pyramid pada Radio Magno). (Master’s thesis, University of Indonesia, Jakarta, Indonesia). Retrieved from http://lib.ui.ac.id/detail?id=20414537&lokasi=lokal
  10. Widyamurti, Estu. (2015). Hubungan Personal Branding dengan Pembentukan Kredibilitas Endorser dan Pengaruhnya terhadap Brand Awareness (Studi Korelasional Pengaruh Personal Branding Andra Alodita dalam Membangun Kredibilitas Sebagai Endorser dan Pengaruhnya Terhadap Pembentukan Brand Awareness). (Master’s thesis, University of Indonesia, Jakarta, Indonesia). Retrieved from http://lib.ui.ac.id/detail?id=20414530&lokasi=lokal
  11. http://ihza-ihza.com/
  12. https://twitter.com/Yusrilihza_Mhd
  13. http://www.viva.co.id/siapa/read/22-yusril-ihza-mahendra