The rebranding strategy of Bank Mandiri Taspen pos to become Bank Mandiri Taspen aims at increasing brand awareness in 2018
Risski Icha Linda Dewi,
Erwan Sudiwijaya
Abstract:This research aims to understand and describe the rebranding strategy of Bank Mandiri Taspen Pos into Bank Mandiri Taspen in 2018. In this study, the theoretical framework used by the researcher includes brand, branding, rebranding, and corporate rebranding. The findings indicate that the driver for rebranding was the release of PT Pos Indonesia's shares, prompting Bank Mandiri Taspen Pos to quickly rebrand as Bank Mandiri Taspen to compete in the pensioner banking sector. This study focuses on the rebranding … Show more
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