The Watch Co. public relations strategies in constructing its corporate brand image

Widyastri, Florencia (2014) The Watch Co. public relations strategies in constructing its corporate brand image. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kompetisi adalah sesuatu yang tidak dapat dihindari dalam setiap bidang pekerjaan, terutama dalam industri fashion retail dan distribusi, secara spesifik untuk produk jam tangan. Dengan meningkatnya demand dari market terhadap produk yang terbaru dan dengan model yang inovatif, usaha The Watch Co. dalam menciptakan segmen baru dalam industri jam tangan akan menjadi sebuah tantangan yang harus dihadapi. Namun, menilai perkembangan perusahaan yang sangat baik, perlu diadakan sebuah penelitian untuk mengetahui strategi Public Relations The Watch Co. membangun brand image perusahaan. Pengumpulan data dilakukan melalui sebuah in-depth interview, sebuah wawancara, dan observasi. Kemudian, data tersebut diproses melalui serangkaian organisasi, coding dan pengkategorian konsep studi. Data didapatkan dari key informant, informant, dan aktivitias The Watch Co. Data tersebut akan diuji lebih lanjut diuji dengan beberapa metode pengujian validitas dan realibilitas data, salah satunya triangulasi data, metode, dan teori. Hasil penelitian yang dicapai mencakup serangkai kegiatan Public Relations The Wacth Co. Kegiatan Public Relations perusahaan tidak konvensional karena perusahaan menekankan pada kegiatan Marketing Public Relations yang membangun dan mengembangkan brand image perusahaan The Watch Co. / There are competitions at every industry affair, especially in fashion retail and distribution, specifically watches. With the markets’ demands increase towards recent and cutting-edge products, The Watch Co.’s effort to create a new segment in watch industry, would be a challenge to conquer. However, the company has been developing beautifully, thus requires a study to know The Watch Co. Public Relations Strategies in constructing its corporate brand image. The data collection is conducted through an in-depth interview, an interview and observation. Then, the data is processed through a series of organizing, coding and categorizing study concepts. The measurements are of a key informant, an informant and The Watch Co.’s activities to be analyzed further while implicating validity and reliability assessment methods; longitudinal research, conscientious observation, data, theoritical, and method triangulations., also thick description. The research findings resulted a great deal course of actions that occurs in activating Public Relations Strategies at The Watch Co. It does not follow traditional Public Relations with unconvential standpoints, as the company emphasizes on Marketing Public Relations ventures in constructing and retaining the corporate brand image – The Watch Co.

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