KESENJANGAN BRAND IDENTITY DAN IMAGE TERKAIT KOMUNIKASI PERUSAHAAN KEPADA PENGGUNA

Ketut Purwantoro; Dhevi  Dadi Kusumaningtyas

doi:10.51903/jimeb.v2i1.594

Ketut Purwantoro Universitas Sains dan Teknologi Komputer
Dhevi Dadi Kusumaningtyas Universitas Sains dan Teknologi Komputer

DOI: https://doi.org/10.51903/jimeb.v2i1.594

Keywords: Keywords: Komunikasi Perusahaan, Brand Identity, Brand Image

Abstract

Latar Belakang Masalah: Brand harus memberikan manfaat khusus untuk membedakan dirinya dari pesaing. Hal ini dapat dicapai dengan menciptakan Brand Identity unik dan mengomunikasikannya secara eksternal untuk menciptakan Brand Image. Namun, kesenjangan dapat terjadi antara Brand Identity internal dan Brand Image eksternal, yang perlu dievaluasi secara teratur untuk mengembangkan brand yang kuat dan relevan. Tujuan Utama: Penelitian ini bertujuan untuk menemukan berbagai kesenjangan terkait Brand Image dan Brand Identity sekaligus menemukan solusi untuk mengatasinya. Penelitian ini juga mengusulkan model konseptual yang dikembangkan untuk membentuk Brand identity dan brand image berdasarkan teori yang relevan. Kebaruan: penelitian ini mengeksplorasi kesenjangan yang terjadi antara brang identity dan brand image, serta penemuan strategi untuk diintegrasikan. Model konseptual yanag diusulkan meringkas proses pembentukan brand. Metode Penelitian: pendekatan penelitian ini adalah study kasus dengan kualitatif dan kuantitatif sebaga metodologi penelitiannya, dan wawancara sebagai metode pengumpulan datanya. Temuan/Hasil: Hasil penelitian menunjukkan bahwa terdapat 3 kesenjangan yang harus diatasi demi meningkatkan hubungan dengan pengguna, yaitu atribut pembeda utama, brand sebagai organisasi dan perluasan brand. Model konseptual yang diusulkan mampu membentuk sebuah brand yang baik terkait identitas dan juga citranya. Kesimpulann: Untuk menciptakan hubungan yang lebih kuat antara perusahaan dan pengguna, perusahaan harus menetapkan strategi dan visi yang jelas serta realistis, sehingga semua elemen dalam perusahaan akan mampu menghidupkan brand perusahaan.

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