highly competitive environment of higher education is likely to encourage universities to keep searching for the new ideas to differentiate themselves from other competitors. It is proven that several big companies that hold strong core values being successful in the industry. Atma Jaya Catholic
University also tries to differentiate itself by having organizational core values, which are known as KUPP values as the identity of the institution. In order to embody those values, internal branding is a way to ensure that employees transform adopted brand messages into brand reality for customers and stakeholders. The researcher conducted the semi-structured interview for 10 participants who were the employees of Atma Jaya Catholic University. In analyzing the verbatim data, the researcher used the data reduction model with some modifications into five stages of analysis. The result of the research showed that KUPP values were mostly perceived well by the participants. Christianity and Compassion values had matured well while Excellence and Professional values were not mature enough. Furthermore, the research revealed that there was still incongruence between perceptions of the employees and the official definition of KUPP values which led to the undesired implementation of KUPP values. Some suggestions were given according to the result. |