An Analysis of Branding at Islamic Universities Using Mark and Pearson’s Archetypes

Competition between universities to gain market attention requires various strategies, including the activities of institution's branding. University branding is obligatory publicize their existence and values, which differ from competitors, whether in scientific values or other elements. However, sometimes stakeholders not understand "branding map" competitors surrounding campuses. This study aims reveal university's using concept archetypes written by Mark Pearson. Twelve are commonly used for branding: innocent, explorer, sage, hero, outlaw, magician, regular guy, lover, jester, caregiver, creator, ruler. The data this research form text pictures taken logos, slogans, visions, missions 13 Islamic under Ministry Research, Technology Higher Education Religious Affairs. shows that nine twelve appear universities. ruler, lover. Each has multiple at once. Therefore, campus marketing publication programs can use most dominating archetypes.