Marketing Strategy of Co-Branding at UNRIYO(A Case Study on UNRIYO’s Co-Branding Strategy through the Program “Ngopinya di TOMORO, Kuliahnya di UNRIYO” in Enhancing UNRIYO’s Brand Awareness)

Abstract

This research aims to analyze the co-branding strategy conducted by Universitas Respati Yogyakarta (UNRIYO) through its collaboration with TOMORO Coffee in the program “Ngopinya di TOMORO, Kuliahnya di UNRIYO.” The study focuses on how this co-branding initiative contributes to enhancing UNRIYO’s brand awareness among potential students and the general public. Using a qualitative case study approach, data were collected through interviews, observations, and documentation of promotional activities. The findings indicate that co-branding with TOMORO Coffee provided UNRIYO with wider brand exposure by leveraging TOMORO’s popularity among youth and urban communities. The campaign created positive brand associations, strengthened engagement with prospective students, and positioned UNRIYO as a modern, innovative, and student-friendly institution. However, challenges such as limited promotional duration and the need for consistent follow-up strategies remain. This research highlights the potential of co-branding as an effective marketing strategy for higher education institutions to increase brand visibility and competitiveness.