HOW MARKETING STRATEGY CONTRIBUTE TO BUILD BRAND EQUITY IN GLOBAL MARKET: THE CASE OF B2B TELECOMMUNICATION COMPANY
In the last three decades, the telecommunications industry played a major role in the global technological revolution. But telecommunication companies are facing increasing competition from digital players which also offer voice and messaging services, accentuating the deterioration in the revenue o...
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id-itb.:576412021-08-25T14:21:20ZHOW MARKETING STRATEGY CONTRIBUTE TO BUILD BRAND EQUITY IN GLOBAL MARKET: THE CASE OF B2B TELECOMMUNICATION COMPANY Bimo Laksono, Dewantoro Indonesia Theses Digital Transformation, Brand Equity, Brand Architecture, Marketing Strategy INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/57641 In the last three decades, the telecommunications industry played a major role in the global technological revolution. But telecommunication companies are facing increasing competition from digital players which also offer voice and messaging services, accentuating the deterioration in the revenue of key services in telecommunication companies. This research takes the case of a B2B telecommunication company that operates in the global market. PT Telekomunikasi Indonesia International (Telin) has established itself to transform into a digital telco. Then Telin needs to define the right and effective marketing strategy to communicate the Telin transformation to compete in the digital industry and strengthen Telin's brand equity. Based on research, Telin’s brand equity as a digital telco provider is not strong enough to compete with other global telco providers and also digital players. Telin needs to make adjustments to the marketing strategy (including the brand architecture strategy), in order to survive the intense competition in the global market today. This research uses brand revitalization strategies to build and strengthen Telin’s brand equity. The first proposed implementation strategy is implementing new brand architecture strategy to anticipate the new products or services, new target market, new competition, and strategic mind shift. And the second is implementing new marketing strategy to align with the new vision mission and positioning Telin as the digital telco provider. The result of this research can help B2B telecommunication companies, like Telin, to evaluate its marketing strategy and build brand equity in the digital industry. text |
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In the last three decades, the telecommunications industry played a major role in the global technological revolution. But telecommunication companies are facing increasing competition from digital players which also offer voice and messaging services, accentuating the deterioration in the revenue of key services in telecommunication companies.
This research takes the case of a B2B telecommunication company that operates in the global market. PT Telekomunikasi Indonesia International (Telin) has established itself to transform into a digital telco. Then Telin needs to define the right and effective marketing strategy to communicate the Telin transformation to compete in the digital industry and strengthen Telin's brand equity. Based on research, Telin’s brand equity as a digital telco provider is not strong enough to compete with other global telco providers and also digital players. Telin needs to make adjustments to the marketing strategy (including the brand architecture strategy), in order to survive the intense competition in the global market today.
This research uses brand revitalization strategies to build and strengthen Telin’s brand equity. The first proposed implementation strategy is implementing new brand architecture strategy to anticipate the new products or services, new target market, new competition, and strategic mind shift. And the second is implementing new marketing strategy to align with the new vision mission and positioning Telin as the digital telco provider. The result of this research can help B2B telecommunication companies, like Telin, to evaluate its marketing strategy and build brand equity in the digital industry. |
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Theses |
author |
Bimo Laksono, Dewantoro |
spellingShingle |
Bimo Laksono, Dewantoro HOW MARKETING STRATEGY CONTRIBUTE TO BUILD BRAND EQUITY IN GLOBAL MARKET: THE CASE OF B2B TELECOMMUNICATION COMPANY |
author_facet |
Bimo Laksono, Dewantoro |
author_sort |
Bimo Laksono, Dewantoro |
title |
HOW MARKETING STRATEGY CONTRIBUTE TO BUILD BRAND EQUITY IN GLOBAL MARKET: THE CASE OF B2B TELECOMMUNICATION COMPANY |
title_short |
HOW MARKETING STRATEGY CONTRIBUTE TO BUILD BRAND EQUITY IN GLOBAL MARKET: THE CASE OF B2B TELECOMMUNICATION COMPANY |
title_full |
HOW MARKETING STRATEGY CONTRIBUTE TO BUILD BRAND EQUITY IN GLOBAL MARKET: THE CASE OF B2B TELECOMMUNICATION COMPANY |
title_fullStr |
HOW MARKETING STRATEGY CONTRIBUTE TO BUILD BRAND EQUITY IN GLOBAL MARKET: THE CASE OF B2B TELECOMMUNICATION COMPANY |
title_full_unstemmed |
HOW MARKETING STRATEGY CONTRIBUTE TO BUILD BRAND EQUITY IN GLOBAL MARKET: THE CASE OF B2B TELECOMMUNICATION COMPANY |
title_sort |
how marketing strategy contribute to build brand equity in global market: the case of b2b telecommunication company |
url |
https://digilib.itb.ac.id/gdl/view/57641 |
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