PEMASARAN CITRA DAN MEREK DENGAN MAKSUD TANGGUNG JAWAB SOSIAL PERUSAHAAN (STUDI : UNIVERSITAS KATOLIK DE LA SALLE MANADO)

Abstract

Competitive advantage is currently very competitive among existing companies, one of the factors
that influence this is how companies maintain their image and brand. For this reason, companies
need to monitor and evaluate as well as control whether they really practice ethically and socially
responsible marketing. Marketing programs related to social intent require marketers to combine
social and ethical considerations in marketing practices. Brands must balance and deal with criteria
that often experience conflicts, namely company profits, consumer satisfaction and public interest.
Branding carried out for socially responsible marketing is very beneficial for the image of a company
or institution. De La Salle Catholic University is one of the private tertiary institutions in North
Sulawesi which is managed by the De La Salle University Higher Education Foundation in Manado. Image and brand are the most important elements in socially responsible marketing. The benefits of
this research for De La Salle Catholic University Manado can be used for renewal of social intent
marketing programs to maintain the institution's brand image and for education as an insight
enhancer for the development of institutional social responsibility science. The results of the study
show that programs such as establishing their own brand, establishing a joint brand and establishing
a joint brand at Unika De La Salle Manado have gone well with the programs that have been
implemented.