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Branding strategies is very important for every aspect of business in this modern era, building and nurturing a good brand could lead directly to the company profitability. PT. Indosat Tbk as the second biggest telecommunication provider in Indonesia faced so many challenges lately. In order to keep...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/18341 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Branding strategies is very important for every aspect of business in this modern era, building and nurturing a good brand could lead directly to the company profitability. PT. Indosat Tbk as the second biggest telecommunication provider in Indonesia faced so many challenges lately. In order to keep competitive and make the company profitability bigger; there are some innovations should be done. One of the innovation can be done is by changing the multiple branding concept adapted by PT. Indosat right now into single branding concept. The aim of this final project is to explore what is the most suited branding strategy for PT. Indosat Tbk right now, the plausibility of adapting single branding concept and the impact (benefit and cost) for PT. Indosat Tbk when adapting the single branding strategy <br />
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In order to fulfill this purpose, a research is conducted in PT. Indosat, Tbk. The study utilize questionnaires towards Indosat marketers , the in depth interview involving internal Indosat management , branding experts, branding practitioners, and highly influential Indosat users. Three cases study also conducted with PT. XL Axiata as the success story for this single strategy adaptation, nine Indonesia telecommunication providers as local benchmark and ten sample global telecommunication best practices as International benchmark for PT. Indosat Tbk. This analysis is used to be one of supporting research for PT. Indosat Tbk in adapting the single branding strategy. <br />
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The results of this study will recommend whether or not PT. Indosat Tbk should adapt the single branding strategy. The finding also include some suggestions for the PT. Indosat, Tbk how to make the shifting strategy execution work well and also some input to further make use this branding strategy implementation |
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