PROGRAM SOSIALISASI INTERNAL DALAM PROSES RE-BRANDING (Studi Deskriptif Kualitatif tentang Program Sosialisasi Internal dalam Proses Re-brandingoleh Corporate Communicationsdan Brand Standardization Departement di PT. Bank Mandiri (Persero) Tbk Pusat)

Y, DIENDHA AYOE LARASATI P. (2009) PROGRAM SOSIALISASI INTERNAL DALAM PROSES RE-BRANDING (Studi Deskriptif Kualitatif tentang Program Sosialisasi Internal dalam Proses Re-brandingoleh Corporate Communicationsdan Brand Standardization Departement di PT. Bank Mandiri (Persero) Tbk Pusat). Other thesis, Universitas Sebelas Maret.

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    Abstract

    The company that doing change in branding process or re-branding would needs a mature socialization program. The program not only use for the external, but also for the internal in the company. That means that the Human Resource Division should take a part in rebranding process, so the rebranding process can formed strong brand image and brand awareness to the company. One of the companies that already do the process is Bank Mandiri. PT. Bank Mandiri (Persero) Tbk is a state own company in banking industry. Currently, Mandiri Bank is doing re-branding process and having long-term road map. Long-term road map divided into three stages, these stages have been startedsince 2005. In one of stages include socialization program of re-branding, both either internal or external. After Mandiri Bank launched its new brand in 2008, Mandiri Bank created new department, Brand Standard Department, that use to build company’s brand image, awareness and keep the consistency of symbol application. This research describe about socialization program in rebranding process that held by Bank Mandiri. To make it depth, researcher specified this research only discuss socialization in internal company. This research took 6 people as key informant. With using in-depth interview methods, observation in the location, and taking the data through magazine, books, journal and other data that relate with the research. Validity data in this research are using triangulation data technique. The program, which did by Mandiri Bank before they form its Brand Standard Department, was directed to internal socialization. Then, after Mandiri Bank formed Brand Standardization Department, majority of programs are directed to external socialization, arrangement and controlling the symbol. Through fact finding analysis, planning, communication and evaluation the program can be directed to the aims. From this research, the study acknowledge that Bank MandiriCorporate Communication created Project Transformation team that implement internal socialization program, which later on continued by Brand Standarization Department. Implemetation of socialization program are held by Bank Mandiri are “Pegawai teladan and Frontliner terbaik 2007” serta “Cultureexellence award 2007” Therefore, suggested that in its implementation the company always doing routine evaluation. It aims to renew the infrastructures process in re-branding stage, which is not sustainable in long-term. So, the process of developing brand image and awareness will not give any misperception.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Lia Primadani
    Date Deposited: 22 Jul 2013 15:55
    Last Modified: 22 Jul 2013 15:55
    URI: https://eprints.uns.ac.id/id/eprint/7803

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