#TITLE_ALTERNATIVE#

• Main Author: HENDRATNO KALIGIS (NIM : 29106330); Pembimbing : Ir. Evo S. Hariandja, M. M., HENDRO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18625
• Institution: Institut Teknologi Bandung

Persatuan Sepakbola Indonesia Bandung or Persib is one of the elite football club in Indonesia. The fact that Persib is the champion of the highest Indonesian Football Competition at 1995 and never degradate from Primary Division of Indonesian League (Ligina) is more than enough for a prove. The club fund by Bandung local government and now facing one the most dangerous situation ever, no achievement in the field and no benefiit, financially and economically. The common phenomena in most of Indonesian football club currently. <br /> <br /> <br /> <br /> <br /> Persib has high business potential. The number of the supporter they have is a promising target market. This potency become larger because the oservation found that many of community members feels that Persib Brand has not accomodate their needs. They are the majority of Persib supporter. They like Persib but never show their support expresively. Because of the potential they have, this kind of supporter become the most vital key for Persib movement to be profesional and leveraging it business potential. Persib need a strong and clear branding strategy which lead the management to create Persib's new identity. The new brand strategy will also push the club to be a brand-based organization and develop the Persib Brand to reach its maximum equity. <br /> <br /> <br /> <br /> <br /> The result of focus group discussion and in-depth interview shows that the new identity of Persib should stand at some ideal image. The objective of the new identity is empowering the bobotoh, Persib supporter, financially. The ideal image of the bobotoh has consist of: profesional management, strong and competitive team, representative stadion and organize and loyal supporter. <br /> <br /> <br /> <br /> <br /> The analysis from thw root problem founded and to some possible alterbatives solutions came with short-term and long-term strategic solutions. Those solutions combine in to a strategic implementation plan which use Scott M. Davis' Brand Asset Management strategy approach. This implementation approach will give Persib new management a clear direction and also followable detailed steps. It begins with creating Brand Vision and ended in creating a brandbased organization. With this approach, Persib could optimizing its new Brand.