STRATEGI MARKETING PUBLIC RELATIONS DALAM REBRANDING HSBC INDONESIA UNTUK MEMBENTUK BRAND AWARENESS

Prasetya Yoga Santoso, Rialdo Rezeky M. L. Toruan

Abstract


Changing in HSBC brand to HSBC Indonesia to make HSBC management must convey to the people of Indonesia about it. This HSBC rebranding process uses various media and communication activities. The purpose of this research is to know how the process of rebranding HSBC to HSBC Indonesia. The theory used is a model of corporate communication, rebranding, and special events. The research method used qualitative approach. Research method in this research is case study. Data collection techniques include in-depth interviews, direct observation and documentation review. The result of the research shows that the change made by HSBC management to HSBC Indonesia is by integrating with Bank Ekonomi. The change of HSBC to HSBC Indonesia does not use merge terms with Bank Ekonomi but more integration is the merging of the two banks to become one service under HSBC Indonesia. This rebranding process by utilizing various mass media to broadcast various news of HSBC Indonesia. With special events that roadshow 5 big cities Jakarta, Medan, Surabaya, Bandung, and Makassar.

Keywords


hsbc, rebranding, special events

Full Text:

PDF

References


Bungin, Burhan. 2012. Analisis Data Penelitian Kualitatif. Jakarta: Rajawali Pers.

Clifton, Rita. 2009. Brands and Branding. United States : Bloomberg Press

Davis, Anthony. 2007. Mastering Public Relations. United States : PlagraveMacmillan.

Daymon, Christine dan Immy Holloway. 2011. Qualitative Research Methods in

Emizir. 2010. Metode Penelitian Kualitatif Analisa Data. Jakarta: Rajawali Pers

Harris, L. Thomas and Patricia T.Whalen. 2006. The Marketers Guide to Public Relations in 21st Century. Canada : Thompson Educational Publishing.

Hiam, Alexander. 2009. Marketing for Dummies 3rd Edition. United States: Wiley Publishings.

Helpris, Estaswara. B. 2008. Think IMC!. Efektifitas Komunikasi untuk meningkatkan loyalitas Merek dan Laba Perusahaan. Jakarta: PT. Gramedia Pustaka Utama.

Kapferer, Jean-Noel. 2012. The New Strategic Brand Managament: Advanced

Keller, Kevin Lane. 2008. Strategic Brand Management. United States : Prentice Hall

Kennedy John E. & R. Dermawan Soemanegara. 2006. Marketing Communiction dan Taktik Strategi. Jakarta: PT Buana Ilmu Populer.

Kennedy john E. 2009. Marketing Communication Taktik dan Strategi. Jakarta: Bhuana Ilmu Populer.

Kotler, Philip dan Gary Armstrong. 2011. Principles of Marketing 14th Edition. United States : Pearson Education Inc.

Kotler, Philip dan Kevin Lane Keller. 2012. Marketing Management 14th Edition. United States : Prentice Hall

Kotler, Philip. 2006. According to Kotler. Jakarta: Bhuana Ilmu Populer.

Krisyanto, Rachmat. 2007. Teknik Praktis Riset Komunikasi. Jakarta: Kencana Prenada Media Group.

Kriyantono, Rachmat. 2009. Teknik Praktis Riset Komunikasi. Jakarta : Prenada Media Group

Miles, Matthew B., A Michael Huberman, dan Johnny Saldana. 2014. Qualitative Data Analysis : A Method Sourcebook. United States of America : SAGE Publications, Inc.

Jurnal

Daly, Aidan dan Deirdre Moloney. 2004. Managing Corporate Branding. Irish Marketing Review.Vol. 17 No.1 & 2.Hal. 30-36.

Setiawan, A. Judhie dan Tyas Puji Rahayu. 2017. Customer Retention Marketing Blue Bird Dalam Mempertahankan Loyalitas Pelanggan. Wacana, Vol. 16, No.1, Juni 2017, hlm.1-14.

Media Online

h t t p s : / / w w w . c n n i n d o n e s i a . c o m / ekonomi/20160921174559-78-160051/ april-2017-entitas-hsbc-indonesia- bersulih-nama




DOI: https://doi.org/10.32509/pustakom.v1i1.512

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 JURNAL PUSTAKA KOMUNIKASI



 

Indexed by:

    

Recommended Tools :

 


Jurnal Pustaka Komunikasi

Fakultas Ilmu KomunikasiUniversitas Prof. Dr. Moestopo (Beragama)
Kampus I, Jl. Hang Lekir I/8 Jakarta Pusat, Indonesia 10270
WA: 085714422271 (Chat Only)

email: pustakom@dsn.moestopo.ac.id

 

Copyright (c) 2021 Jurnal Pustaka Komunikasi

Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.