"SURABAYA HERO MONUMENT ICON": APPLICATION OF CITY BRANDING AND BRAND AWARENESS OF PANCASILA STUDENT PROFILE

Abstract

The city branding of the city of Surabaya, which is synonymous with the Tugu Pahlawan icon and the historic city of Indonesia's independence, is the background for the author to choose the destination University for undergoing the Independent Student Exchange Batch 3 (PMM 3) program. The Archipelago module (Modnus), as a characteristic of PMM, produces four outcomes, including: (1) students experience an increased understanding of the beauty of diverse traditions and cultures; (2) students experience an increased understanding of brotherhood between religious believers; (3) students experience increased awareness and skills in preventing violent conflict; and (4) students could practice knowledge and skills to solve problems around them. The output of Modnus UWKS is in carrying out four main activities (including Diversity, Reflection, Inspiration, and Social Contribution), namely forming the character and behavior of Pancasila Student Profiles who believe, have faith in God Almighty, have noble character, have global diversity, work together, be independent, reason critically, and creative. The UWKS Modnus implemented resulted in Pancasila students' brand awareness of the city of Surabaya, including monuments, museums, and places of worship (for example mosques and temples).

Keywords:   City Branding, Brand Awareness, Pancasila Students