文章基本信息

标题：CORPORATE REBRANDING OF GRAMEDIA STORE (CORPORATE REBRANDING DI GRAMEDIA STORE)
本地全文：下载
作者：Natasha Helena Kairupan ; Susanne Dida ; Heru Ryanto Budiana 等
期刊名称：Edutech
印刷版ISSN：0852-1190
电子版ISSN：2502-0781
出版年度：2017
卷号：15
期号：3
页码：265-287
DOI：10.17509/edutech.v15i3.4872
出版社：Universitas Pendidikan Indonesia
摘要：The purposes of this research are to determine the stages of analysis, planning, and evaluation of corporate rebranding process of Gramedia Book Store to be Gramedia Store to rise stakeholder’s awareness. The method used is descriptive qualitative with positivism paradigm. The technique of collecting data through in-depth interview, observation, and literature study. The result of this research showed the analysis stage by analyzing the market through insights and foresights, brand audit through SWOT analysis, and identifying opportunities. The planning stage is by determine the purpose of the planning process and then determine the target audience, consist of external and internal customer. The planning of external customer by renaming and change of corporate identity, and marketing planning using communication channel (above the line and below the line). The planning of internal customer by Brand Induction, training, inspiration briefing at store, and innovation competition. The evaluation of rebranding process of Gramedia Store is having a focus group discussion with customer, media monitoring, and presentation to BOD.
关键词：Proses;Corporate Rebranding;Stakeholder Awareness;Identitas Perusahaan;Gramedia Store