Strategi Komunikasi Bisnis Menggunakan Kolaborasi Branding Dalam Memperkuat Corporate Brand (Studi Kasus Klinik Kartika Surabaya dan Badan Fertilitas Signum). (Business Communication Startegy Using Branding Collaboration to Strenghthen Corporate Brand (Case Study of Kartika Clinic Surabaya and Sognum Fertility Agency)).

Amelia, Rizka (2024) Strategi Komunikasi Bisnis Menggunakan Kolaborasi Branding Dalam Memperkuat Corporate Brand (Studi Kasus Klinik Kartika Surabaya dan Badan Fertilitas Signum). (Business Communication Startegy Using Branding Collaboration to Strenghthen Corporate Brand (Case Study of Kartika Clinic Surabaya and Sognum Fertility Agency)). Undergraduate thesis, Univesitas 17 Agustus 1945 Surabaya.

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Abstract

One form of business communication strategy for a company to strengthen its brand image is through branding collaboration. Based on the literature that the author has analyzed, the majority of brands and companies that carry out brand collaboration innovations are brands that have real products such as the food and beverage industry, fashion, skincare, and so on. The author rarely finds brand collaboration in companies in the form of services and facilities. The author wants to know how influential business communication with this brand collaboration strategy is in building the company's image. This research uses a qualitative approach. The reason researchers use a qualitative approach is because this method focuses on meaning, complexity and context. Based on the results of interviews and observations made during the research, it was found that the business communication carried out by the two companies was external business communication. It can be concluded that each company collaborating in the context of this research has its own impression management strategy in establishing collaboration or branding collaboration. The success of the business communication strategy and impression management of the branding collaboration between the two companies is proven by data reporting an increase in the number of customers or patients in the last three months.

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