CORPORATE REBRANDING LEMBAGA PENYIARAN PUBLIK TVRI DALAM MENINGKATKAN CITRA LEMBAGA

Authors

  • Muhammad Abi Al-Haq Universitas Muhammadiyah Prof. DR. HAMKA
  • Farida Hariyati Universitas Muhammadiyah Prof. DR. HAMKA

Keywords:

Corporate ebranding, image, TVRI

Abstract

Corporate rebranding is a complex process to revitalize a brand. TVRI started corporate rebranding with changing the logo. This study aims to reveal corporate rebranding conducted by TVRI and factors that influence corporate rebranding. This research uses a qualitative approach, descriptive type and case study method. The results of this study indicate that TVRI conducted corporate rebranding which includes changes through the process of brand revitalization, reposition, re-positioning, reorganizing, socializing, and launching. Through this overall change TVRI was able to improve its image. Factors affecting corporate rebranding include a desire to become a millennial television, improve governance, and become a creative broadcasting institution.

 

References

Ardianto, Elvinaro (2016). Metodologi Penelitian Untuk Public Relations. Bandung: Simbiosa.

Argenti, Paul A. (2010). Komunikasi Korporat. Jakarta : Penerbit Salemba Humanika

Intelligence, M., Tarnovskaya, V., & Biedenbach, G. (2018). Corporate rebranding failure and brand meanings in the digital environment Marketing Intelligence & Planning Article information :, (April). https://doi.org/10.1108/MIP-09-2017-0192

Miller, D., Miller, D., Merrilees, B., & Yakimova, R. (2013). Corporate Rebranding : An Integrative Review of Major Enablers and Barriers to the Rebranding Process, (October 2017). https://doi.org/10.1111/ijmr.12020

Muzellec, L. (2018). Corporate Rebranding and the Implications for Brand Architecture Management : The Case of Guinness ( Diageo ) Ireland Corporate Rebranding and the Implications for Brand Architecture, (July 2017). https://doi.org/10.1080/09652540802264124

Muzellec, Laurent & Lambkin, Mary (2006). Corporate Rebranding : Destroying, Transferring, or Creating Brand Equity. European Journal of Marketing, Vol.40, No. 7/8, p. 803-824.

Pratama, M. Ichsan (2015). Pengaruh Rebranding terhadap Citra Bank Jambi pada Nasabah. Jurnal Kajian Komunikasi Universitas Padjajaran, Vol 3 No. 2, hal 140-147.

Rosyada, Amrina (2016). Pengaruh Rebranding dan Kualitas Layanan terhadap Citra Perusahaan pada XL Axiata (Studi pada Pengguna Simcard XL di XL Center Pemuda Surabaya). Jurnal Ilmu Manajemen, Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Surabaya, Vol 6 No.1, hal. 1-7.

Ruslan, Rosady (2011). Etika Kehumasan Konsepsi & Aplikasi. Jakarta : Rajagrafindo Persada

Stuart, Helen & Muzellec, Laurent (2004). Corporate Makeovers : Can A Hyena Be Rebranded? Journal of Brand Management, Vol. 11, No. 6, p. 472-482

Downloads

Published

2020-08-27

How to Cite

Muhammad Abi Al-Haq, & Farida Hariyati. (2020). CORPORATE REBRANDING LEMBAGA PENYIARAN PUBLIK TVRI DALAM MENINGKATKAN CITRA LEMBAGA. Prosiding Seminar Nasional Berseri, 1(1), 411–420. Retrieved from https://proceedings.uhamka.ac.id/index.php/semnas/article/view/202