Manajemen Reputasi Reverseas Dalam Membangun Brand Parfum Di Kalangan Menengah Keatas. (The Reputation Management of Reverseas in Building a Perfume Brand for the Upper Middle Class).

DellaVionta, Laura (2025) Manajemen Reputasi Reverseas Dalam Membangun Brand Parfum Di Kalangan Menengah Keatas. (The Reputation Management of Reverseas in Building a Perfume Brand for the Upper Middle Class). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

A company's reputation plays an important role as a comprehensive impression formed in the minds of the public about a company. Managing and maintaining a reputation is a complex task and requires more effort than just selling products or services. The process of building a strong reputation takes a long time, and maintaining that reputation is a challenge in itself amidst increasingly tight competition, especially in the middle to upper segment perfume industry. This study aims to analyze the reputation management implemented by Reverseas in building their brand in the middle to upper segment. The results of the study show that Reverseas uses a strategic approach in managing its reputation, including identifying public perception of the brand, determining core values that are consistent with the company's goals, and developing unique and relevant marketing messages to the target audience. This strategy not only helps Reverseas strengthen its position in the market but also builds a strong relationship with consumers through trust and loyalty. Reverseas, as a brand that focuses on the middle to upper segment, is able to compete in the market by providing added value through a planned and measurable reputation management strategy. This success shows that a deep understanding of consumer needs and preferences is the main key to maintaining brand sustainability amidst industry competition.

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