IMPLEMENTASI BRAND ASSET MANAGEMENT BANK BNI

Zulnasri, . (2003) IMPLEMENTASI BRAND ASSET MANAGEMENT BANK BNI. Masters thesis, Institut Pertanian Bogor.

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Official URL: http://elibrary.mb.ipb.ac.id

Abstract

The purpose of this research is to identify and study the gap between Bank BNI branding strategy and its implementation. The study was carried out in March to April 2003 in Jakarta and its suburb area by conducting survey and in-depth interview to BNI employee and management, BNI customer and non-BNI customer. A Metaphoric study was applied in the interview, to capture and understand respondent's perceptions by using the most compatible or best-matched picture which can describe and represent and image or idea in his her mind. The interview aimed to identify whether respondent has similar perception on Bank BNI compared with the targeted perception which Bank BNI intend to be perceived in public mind as the result of promotion program that has been implemented so far. The study concludes that intensify of Bank BNI brand promotion was not sufficient to support the corporate image that the company wanted to build. Furthermore, respondent could not identify linkage or corresponding theme which showed a connection between promotion of Bank BNI corporate brand and promotion of Bank BNI's product, as well as promotion of one BNI product to another. Majority of respondent perceived that promotion of all BNI product are "stand alone" promotion, without a shared-theme or a grand-theme that unite them. The study also observed that many Bank BNI employees do not understand or have very limited knowledge on company's blue print branding strategy. In conclusion, there is still wide gap between Bank BNI brand strategy and its implementation. Therefore, the study recommends management to conduct comprehensive socialization of Bank BNI branding strategy throughout the company in order to build the intended perception and to achieve the targeted corporate image.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Implementasi, Brand Asset Management, Bank BNI, Persepsi, Studi Metafora, Survey, In Depth Interview.
Subjects: Manajemen Strategi
Depositing User: Staff-3 Perpustakaan
Date Deposited: 07 Jan 2012 01:13
Last Modified: 07 Jan 2012 01:13
URI: http://repository.sb.ipb.ac.id/id/eprint/966

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