IMPLEMENTATION OF CORPORATE BRAND IDENTITY MATRIX IN BUILDING CORPORATE BRAND IDENTITY

Authors

  • Nofriska Krissanya Universitas Negeri Jakarta
  • Yulia Arisnani Widyaningsih Universitas Gadjah Mada

DOI:

https://doi.org/10.21009/JRMSI.014.1.01

Keywords:

identitas, identitas perusahaan, identitas merek perusahaan, corporate brand identity matrix, CBIM

Abstract

Tujuan dari penelitian ini adalah mengimplementasikan kerangka Corporate Brand Identity Matrix (CBIM) untuk mengembangkan identitas mereka perusahaan New Company (New Co) dan mengetahui pemahaman karyawan XYZ atas identitas merek perusahaannya. Teknik wawancara mendalam (in depth interview/ IDI) digunakan untuk memperoleh data primer dengan metode studi kasus tunggal. Responden dalam penelitian ini adalah perwakilan karyawan dan manajemen eksekutif XYZ dari berbagai posisi dan unit kerja. Untuk mereprsentasikan karyawan dan manajemen XYZ, sebelas orang responden dari berbagai posisi dan unit kerja dilibatkan dalam penelitian ini. Analisis data hasil wawancara dilakukan melalui teknik analisis konten, analisis tematik dan analisis triangulasi sumber untuk merumuskan hasil penelitian ini. Berdasarkan hasil penelitian, pemahaman identitas merek perusahaan XYZ lebih terkonsentrasi pada area pemasaran atau eksternal, khususnya identitas visual. Selanjutnya diperoleh kerangka CBIM untuk New Co, dimana terdapat beberapa elemen yang mirip dengan kerangka CBIM XYZ.

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Published

2023-04-01

How to Cite

Krissanya, N., & Widyaningsih, Y. A. (2023). IMPLEMENTATION OF CORPORATE BRAND IDENTITY MATRIX IN BUILDING CORPORATE BRAND IDENTITY. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 14(01), 1–8. https://doi.org/10.21009/JRMSI.014.1.01

Issue

Vol. 14 No. 01 (2023): Jurnal Riset Manajemen Sains Indonesia

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Articles

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Articles in Jurnal Riset Manajemen Sains Indonesia are Open Access articles published under the Creative Commons CC BY-NC-SA License.  This license permits use, distribution and reproduction in any medium for non-commercial purposes only, provided the original work and source is properly cited. Any derivative of the original must be distributed under the same license as the original.