#TITLE_ALTERNATIVE#

• Main Author: APSARI (NIM 19005034), PARAMITA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/11119
• Institution: Institut Teknologi Bandung

Competition between cellular providers has become tighter since there are many new players in the telecommunication industry in Indonesia. Price and various features are the common things that become the focus of the competition. Each cellular provider has to maintain their brand using many ways to make a difference and to inform their brand identity to cellular customers. Brand identity is informed to the customers through some methods, either by using advertisement, sponsorship, or events. The result from that brand identity communication in the public perception is called brand image.<p> <br /> <br /> <br /> <br /> In the implementation, the interaction position between the marketers and consumers may not always end in the predicted way. The brand identity that the advertisement tries to build could be interpreted in a different manner of brand image in the mind of the customers.<p> <br /> <br /> <br /> <br /> Indosat M3 (IM3) is one of Indosat's brands of cellular provider. As one of the biggest cellular provider in the telecommunication industry, PT. Indosat Tbk. should know whether the advertisements that been made has created a positive brand image or not. IM3 has its own target market, which is to the young people in Indonesia between the age ranges of 18-23 years old. By having that specified target market, Indosat marketers have created some advertisements to attract the target market and incrementally build positive brand image in the mind of the target market, based on the brand identity that Indosat has formed for the IM3 brand. Brand identity of IM3 is good network of Sinyal Kuat Indosat, trendy and up-to-date services, for young and dynamic customers, and affordable price.<p> <br /> <br /> <br /> <br /> The result from this research are that IM3 has been considered as a cellular provider for young and dynamic customers and give affordable price to call and message other IM3 or Indosat customer, but not yet having image as a cellular provider that has good network and trendy and up-to-date services. Actually, it does not create a total positive or total negative brand image to IM3. This could be seen that IM3 is having positive brand image in some ways, and not having a really good image in the other ways. The similarity and the differences between the brand identity that the company tries to build with the brand image that been created in the customers' mind shows that Indosat has made partially proper advertisements that still should more be improved in the future.