Analisis Rebranding Radio Play99ers dalam Mengelola Brand Image

Abstract

Abstract—This study aims to explain Play99ers Radio Analysis Of Play99ers Radio Rebranding in Managing Brand Image. The purpose of this study was to determine the reasons for the company doing rebranding, the implementation of the rebranding process and the company's obstacles in overcoming rebranding. The reason the company rebranded was because of the change of ownership while the rebranding that was carried out included changing the logo, slogan, program and restructuring of broadcasters and employees and the character of the company. The rebranding process used in research includes repositioning, renaming, redesigning and relaunching. The obstacle experienced in rebranding is the limited public perception of funds. This research method is a qualitative method using case studies through interview techniques, observation, literature study and documentation. The informants in the Play99ers rebranding research were Program Director, Marketing Communications, Announcer and 1 secondary informant as Play99ers radio listeners. The results showed that the power of rebranding had an effect on changes to Radio Play99ers.

Keywords—Rebranding, Radio Play99ers.