THE CIRCUIT OF CULTURE AND ORGANIZATIONAL BRANDING: THE BRANDING STRATEGIES OF AIESEC IN INDONESIA

Abstract

In the Public Relations world, in addition to communicating well with all groups, the Public Relations people must also have several abilities such as excellent communication skills, writing skills, negotiation skills, and leadership skills. By that, this would not be that surprising when nowadays the leadership-organizations and the leadership improvement communities overgrow, and AIESEC is one of those. AIESEC is the largest youth-run organization for young people to explore and develop their leadership potential through the inner-outer journey since 1948 and 1984 in Indonesia. Being one of the oldest youth leadership organization does not merely makes AIESEC in Indonesia perceived as a youth leadership organization. This research analyzes the strategies of AIESEC in Indonesia in shaping their brand as a youth leadership organization in Indonesia. The strategies were analyzed using the Circuit of Culture model to unfold the message behind each strategy and implementation of AIESEC in Indonesia created and distributed the message and also to know how the target market of AIESEC in Indonesia consumed the intended messages. Data taken from various channels, including focus group discussion with the National Team and the organizational documents. The result is that AIESEC in Indonesia has implemented the regulations under the trademark of AIESEC, even still having several misusing and misinterpretation of the organizational brand. Nevertheless, using all the media to reach the targeted market with a specific use in each media, AIESEC in Indonesia successfully communicated the organizational brand to youth but still have to work more in partners.