STRATEGIC ALIGNMENT OF PUBLIC RELATIONS AND BRANDING: A CASE STUDY OF FINTECH COMPANIES IN INDONESIA

• Main Author: Shafa Amriza Amalsyah, Amalia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80866
• Institution: Institut Teknologi Bandung

The dynamic intersection of technology and money in the fintech business highlights the essential role that public relations (PR) and branding plays in determining success. Both new and established fintech businesses have particular difficulties in developing and articulating their brand identities. This study emphasizes how crucial it is for PR and branding to be strategically aligned in order to successfully negotiate the complexities of a constantly changing industry. Due to their restricted access to traditional media channels, financial startups find that social media platforms are essential for promoting their brands. This study highlights the strategic importance of competitor perceptions in guiding communication and branding strategies. Understanding how fintech competitors are perceived by the market serves as a compass, enabling fintech companies to design messages and tactics that not only differentiate their brands but also resonate with customers.