| The Competition Among Higher Education Institutions Is Getting Tougher, Especially In The Er Globalization With The Changing Society Overtime. As An Established University, Atma Jaya Catholic University Of Indonesia Is Facing The Same Problem. Creating Unique Differentiation Is Substantial In Order To Survive The Competition Through Finding The Brand Dna Of The Organization And Focus On The Uniqueness That Makes Atma Jaya Catholic University Of Indonesian Stand Out Frm Other Universities |