Andersson, Bryan (2021) Implementasi strategic brand management dalam pengelolaan brand image oleh dmid = Implementation of strategic brand management ini brand image managent by dmid. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Dalam era pandemi yang sedang terjadi, persaingan bisnis menjadi semakin erat. Dengan diterapkan protokol yang mewajibkan berbagai sektor bisnis untuk melakukan kegiatan WFH (Work from Home), setiap konsumen melakukan kegiatan transaksi produk maupun jasa secara online. Brand Image dari suatu perusahaan tersebut pun dijadikan patokan dalam kepercayaan dan kemauan mereka dalam menggunakan produk maupun jasa yang disediakan. Namun karena brand image tidak bisa diperoleh namun perlu dibangun, penggunaan jasa brand consultant sangatlah penting. Salah satu peran dari brand consultant adalah membuat sebuah brand strategy yang digunakan oleh perusahaan untuk meningkatkan citra maupun reputasi dan juga mengurangi setiap kekurangan yang terdapat dalam perusahaan tersebut. DMID adalah sebuah perusahaan yang bergerak dalam bidang brand consulting dengan memberikan suatu strategi yang patut dan layak dan digunakan oleh sebuah perusahaan dalam mengurangi kekurangan yang dimiliki oleh suatu brand dan menonjolkan kelebihan-kelebihan yang dimilikinya. Hasil dari laporan magang menunjukkan bahwa brand consultant mempunyai peran yang penting dalam membuat suatu brand strategy. Dalam proses pembentukan suatu brand strategy, terdapat berbagai data yang perlu dipersiapkan. Data-data yang perlu dipersiapkan seperti image, reputation, positioning dari suatu brand sangatlah dibutuhkan agar brand strategy yang dibuat dapat digunakan untuk meminimalisir sisi negatif dan lebih menunjukkan sisi positif dari suatu brand. / In the current pandemic era, business competition is getting tighter. With the implementation of a protocol that requires various business sectors to carry out WFH (Work from Home) activities, every consumer conduct product and service transactions online. The brand image of a company is also used as a benchmark in their trust and willingness to use the products and services provided. However, because the brand image cannot be obtained but needs to be built, the use of brand consultant services is very important. One of the roles of a brand consultant is to create a brand strategy that is used by the company to improve its image and reputation and also reduce any deficiencies in the company. DMID is a company engaged in brand consulting by providing an appropriate and appropriate strategy and used by a company in reducing the shortcomings of a brand and highlighting its advantages. The results of the internship report show that brand consultants have an important role in making a brand strategy. In the process of forming a brand strategy, there are various data that need to be prepared. The data that needs to be prepared such as the image, reputation, positioning of a brand is needed so that the brand strategy created can be used to minimize the negative side and show the positive side of a brand.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | brand; brand image; branding; branding strategy | ||||||||
Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science |
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Depositing User: | Users 10408 not found. | ||||||||
Date Deposited: | 21 Jul 2021 02:20 | ||||||||
Last Modified: | 22 Feb 2022 07:41 | ||||||||
URI: | http://repository.uph.edu/id/eprint/40586 |
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