RECOMMENDATION OF STRATEGY FOR FARHAN'S PERSONAL BRANDING MANAGEMENT

• Main Author: (NIM: 29109004); Pembimbing: Dr. Mustika Sufiati Purwanegara; Dra. Krisnati Desiana, M.Com, PRATIWI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19153
• Institution: Institut Teknologi Bandung

Indonesia's entertainment industry has grown rapidly. The number of television and radio continue to increase. Currently there are 11 television stations nationwide and more than 70 local television stations and 2020 radio broadcasters who spread all over Indonesia. The competitions of presenter or announcer become more intense than before. <br /> <br /> <br /> To be survived in the competition, each of presenter or announcer should have personal branding strategy. Currently Farhan as an announcer and presenter didn't have personal branding strategy. As a result, Farhan become less popular than before. <br /> <br /> <br /> This Final Project is trying to design personal branding strategy for Farhan based on internal and external analysis. Internal factors analyzed by STP (Segmentation, Targeting, Positioning) strategy and also marketing mix. External factors analyzed by Porter’s industry analysis and brand equity. The result from internal and external factor analysis, there are three critical root cause problem for Farhan. First is unclear segmentation, targeting and positioning, the second is Farhan didn't have Points of Difference, and the last one is high level of competition. <br /> <br /> <br /> The research provide recommendation of personal branding strategy for Farhan by improving setting up new segmentation, targeting and positioning supported by marketing mix, so that Farhan will re-gaining popularity as informative, smart and mature presenter.