Strategi Rebranding Zora Radio

Bantilan, Dini Safitri Istiqamah; Wulan, Roro Retno; Pamungkas, Indra Novianto Adibayu

doi:10.24198/prh.v1i2.12110

Cited by 6 publications

(7 citation statements)

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“…Azarine's communication and promotion strategy also adheres to the statement of Muzellec et al (2003), in which the "new brand" is communicated to the external public through press releases and advertisements to raise awareness. Overall, the implementation of Azarine's corporate rebranding strategy to the external public is similar to a previous study that uses endorsements, banners, and exciting events as a form of communication (Bantilan et al, 2017); publishing new brands rather implicitly and through press releases (Putri et al, 2018).…”

Section: According Tosupporting

confidence: 69%

“…Along with the sales performance results, an overall evaluation is required to ensure that the corporate rebranding process adheres to the initial objectives and reflects the company's future realities (Bantilan et al, 2017;Bora et al, 2017). Furthermore, Azarine's accomplishments in terms of credibility, recognition, and reputation have an impact on increasing brand value (Reputation X, 2021), perceived quality (Nurika & Sukresna, 2021), and, finally, customer considerations when making a decision (Rahmadevita et al, 2013).…”

Section: Despite This Reflective Statement Azarinementioning

confidence: 99%

“…Previous studies about corporate rebranding mainly discussed the process and the use of various concepts (Bantilan et al, 2017;Putri et al, 2018;Regitadika et al, 2020). Two of them (Bantilan et al, 2017;Putri et al, 2018) use the rebranding mix concept by Muzellec & Lambkin (Muzellec et al, 2003), while the other one (Regitadika et al, 2020) uses seven phases of corporate rebranding by Juntunen & Jussila (Juntunen & Jussila, 2009). This study will use the corporate rebranding model by Miller et al (Miller et al, 2014;Miller & Merrilees, 2011).…”

Section: Introductionmentioning

confidence: 99%

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The rebranding strategy of Azarine Cosmetic

Sukamto,

Primadini

2023

PRH

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Background: Brands and companies become more competitive nowadays, and there is a need to maintain its existence, especially in sector such as cosmetic and beauty. Implementing a corporate rebranding process is one thing that the brand or company can do to ensure its survival. Azarine Cosmetic is a local cosmetic and beauty brand that has undergone corporate rebranding and has grown significantly. Purpose: This study aims to analyze the rebranding strategy implementation and outcomes as indicators of Azarine Cosmetic’s corporate rebranding success. Methods: This study uses a qualitative descriptive approach with a case study method. Data are collected through interviews and literature review, then analyzed with pattern matching analysis. Results: Azarine Cosmetic’s rebranding strategy was implemented based on marketing mix variables. Product, from spa products to skincare. Price, affordable based on the product size. Place, from B2B to offline and online B2C distribution. Promotion, the use of social media and other brand activation to communicate the corporate rebranding process to the external public. These implementations lead to corporate rebranding outcomes, such as sales growth of 600% in 2021; awareness and sales objectives reached, including brand image change; other supplementary achievements like awards and ease of collaborations. Conclusion: The corporate rebranding of Azarine Cosmetic was completed in five stages, including rebranding strategy implementation and outcomes. Azarine Cosmetic was implementing its rebranding strategy to the external public by updating and aligning all aspects of the marketing mix. Implications: The findings of the study can provide input for Azarine Cosmetic to strengthen the corporate rebranding outcomes, such as opening a flagship store to reflect the distinctive brand identity and conducting measurable in-depth evaluations.

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Section: According Tosupporting

confidence: 69%

Section: Despite This Reflective Statement Azarinementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The rebranding strategy of Azarine Cosmetic

Sukamto,

Primadini

2023

PRH

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“…Brand juga sebagai representasi dari kualitas produk, strategi, dan positioning. Re-branding juga sebagai strategi komunikasi di bidang pemasaran (Bantilan et al, 2018) berfungsi untuk merepresentasikan perubahan posisi brand di benak pemilik kepentingan dan sebagai identitas pembeda dengan pesaing. Memperbaharui identitas merek dan produk baik dalam bentuk pameran maupun online sebagai langkah baik membuat brand value dari java guitar.…”

Section: Gambar 1 Peta Lokasi Industri Gitar Mancasanunclassified

“…Salah satu strategi yang diterapkan adalah prose re-branding. Re-branding (Bantilan et al, 2018) sebagai strategi memperbaharui merek usaha atau merubah total dengan tujuan menjadi lebih baik tanpa melupakan visi dan misi dari usaha itu sendiri. Dapat dikatakan bahwa Re-branding bagi organisasi berguna sebagai sarana presentasi citra merek di benak khalayak dan sebagai identitas pembeda dengan pesaing.…”

Section: Gambar 1 Peta Lokasi Industri Gitar Mancasanunclassified

Pendampingan Re-Branding Umkm Gitar Sebagai Bentuk Peningkatan Kinerja Pemasaran

Hastiningsih

Sari

Junaedi

et al. 2021

Reswara. j. pengabdi. kpd. masy

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Desa Mancasan, Baki Sukoharjo sebagai kawasan sentra industry gitar mulai menggeliat dengan melakukan re-branding dengan nama Java Guitar. Di masa Covid-19 tidak dipungkiri industri ini pun mengalami dampak secara produksi dan penjualan. Berdasarkan permasalahan diatas strategi PPPUD di tahun kedua ini focus terhadap perbaikan produk , implementasi pemasaran dan renovasi showroom.Dari segi produksi dilakukan inovasi terhadap produk gitar yang dihasilkan. Melalui penambahan ornament dan peningkatan jenis bahan baku yang digunakan. Segi pemasaran melakukan re-branding dengan melakukan pameran secara online maupun offline. Pelaksana juga melakukan optimalisasi di sosial media melalui Instagram dan youtube. Pelaksana Bersama mitra juga mempersiapkan katalog, video company profile dan price list sebagai media promosi. Hasil implementasi strategi re-branding merek Java Guitar mulai dikenal di masyarakat dengan adanya peningkatan jumlah followers. Melalui pameran , merek Java Guitar pun diminati dengan meningkatnya jumlah pembelian. Selain mengikuti pameran, Java Guitar pun memperbaharui tampilan showroom agar menarik untuk dikunjungi oleh konsumen

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Pengembangan Pusat Informasi dan Promosi Untuk Meningkatkan Daya Tarik Wisatawan Pada Masa Pandemi Covid-19 di Desa Tanjung Luar, Lombok

Syukron

Arianingsih

Wandari

et al. 2021

ujcs

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This community service aims to improve the tourism village through the creation of information boards and the development of supporting systems and marketing in Tanjung Luar Village, East Lombok Regency. This community service activity was held for forty-five days. This devotion adopts qualitative research methods, with data collection techniques conducted by observation, documentation and interviews. The results showed that community service in the creation of information boards and the development of supporting systems and marketing were able to build the spirit of the community to continue to participate in the development activities of tourist villages. By utilizing institutional networks, the strength of the younger generation, the support of the village government, and social media, the community managed to bring about new tourist attractions, improve accommodation facilities, and better tourism management

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Strategi Rebranding Zora Radio

Cited by 6 publications

References 0 publications

The rebranding strategy of Azarine Cosmetic

The rebranding strategy of Azarine Cosmetic

Pendampingan Re-Branding Umkm Gitar Sebagai Bentuk Peningkatan Kinerja Pemasaran

Pengembangan Pusat Informasi dan Promosi Untuk Meningkatkan Daya Tarik Wisatawan Pada Masa Pandemi Covid-19 di Desa Tanjung Luar, Lombok

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