Strategi Public Relations Dalam Rebranding Hotel Somerset Menjadi Hotel Verwood

Saputri, Adriana Novia (2020) Strategi Public Relations Dalam Rebranding Hotel Somerset Menjadi Hotel Verwood. Undergraduate thesis, Universitas 17 Agustus 1945.

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Abstract

With a brand name change that occurred in one of the hotels in Surabaya, basically this brand has survived 17 years, after bringing the brand for 17 years, it was courageous to change the name and new brand. Based on this case, researchers are interested in reviewing public relations strategies in rebranding. In this theoretical study, researchers used impression management and the concept of public relations strategy to see the change of name in an effort to build the image of the community in a new brand change, while the Lasswell communication model was used to view this public relations strategy as a medium for delivering messages. This research approach uses qualitative descriptive method. The research informant, who is public relations, is in the marketing communications department. Data collection uses observation, interviews, documentation. The results showes that public relations strategies in rebranding image building tend to use self-promotion strategies and conceptualize public relations strategies. Both of these strategies are widely applied as a way to rebranding and building an image, besides that the way to do this strategy is also in accordance with the steps. So, it can be well received by the community. Keywords: Public Relations Strategy, Rebranding, Verwood Hotel, Impres Management Theory

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Strategi Public Relations, Rebranding, Verwood Hotel, Teori Majemen Impresi.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi
Depositing User: Adriana Novia Saputri
Date Deposited: 16 Jul 2020 22:31
Last Modified: 17 Sep 2020 05:08
URI: http://repository.untag-sby.ac.id/id/eprint/3335

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