Corporate Branding Organisasi Sektor Publik: Studi pada Technology Business Incubation Center Puspiptek

Abstract

Abstract. Technology Business Incubation Center (TBIC) Puspiptek is a public sector organization that provides business incubation services to startup companies. Communicating the identity of the organization to stakeholders is one effort that can be done to build its own appeal compared to other organizations. This study aims to provide an overview and evaluate the TBIC Puspiptek corporate branding activities through alignment of the vision-culture-image (VCI) model. The method used in this research is descriptive analysis with a qualitative approach, while the research data were obtained through interviews with TBIC management and documentation studies. The results of the study mentioned that TBIC Puspiptek has tried to harmonize its goals, culture and image even though there are still gaps between these components. TBIC has sought to harmonize its identity through the provision of services that foster a spirit of technopreneurship, build a positive communication climate and build good budget management. As for the gaps that arise due to less intense communication with stakeholders, the culture of public sector organizations that are less suited to the private sector as well as the irrelevance of the competencies of incubator managers. The conclusion that can be drawn is that public sector organizations involved in business competition need to do corporate branding in order to have their own appeal compared to other organizations. This research also provides various implications, one of which is to transform the Puspiptek culture as a learning organization. Keywords: Corporate branding, public sector organizations, business incubator, identity, VCI model