REBRANDING DAN REDESAIN LOGO PADA BADAN USAHA MILIK NEGARA (Studi Kasus PT Telekomunikasi Indonesia Tbk.)

Abstract

In the last two decades many State-owned enterprises that did rebranding and changed their logos, include PT Telekomunikasi Indonesia Tbk. which is one of the best State-owned enterprise in Indonesia. This study is aimed to determine the factors that required by  PT Telkom Indonesia Tbk. to rebranding and what is achieved after rebranding. The theories used in this research is the Rebranding theory from David Aaker and also from Muzellec and Lambkin, Marketing Communication Theory from Richard J. Varey. This study uses a constructivist paradigm with qualitative approach and case study method.

The study found that PT Telekomunikasi Indonesia Tbk. want to improve the companys image through the transformation of its business as a whole with the rebranding and change the logo. Concluded that the rebranding in 2009 gave a positive result in the development of the company.