Perluasan Brand sebagal Strategi Branding Peningkatan Reputasi Rumah Sakit
Abstract: The hospital is an
organization with branding strategy such as a brand extension of health
services, as an effort to enhance its reputation in the community. This study
uses a qualitative multiple case study approach that aims to identify and
understand the dynamics of brand extension as a branding strategy of the three
hospitals that issued the brand to improve its reputation. Tools for the data
collected using semi-structured interviews, observation and document study to
explore the branding strategies used in the expansion of the brand. Three
private hospitals type B participated in this study. Those hospitals had
already brand for their own enterphseses. The results of data analysis brand
extension is used as a branding strategy has been able to enhance the
reputation of a hospital for the better in society. Despite the marketing
division is nothing new in the hospital but the improvement, expansion,
creation and promotion of the hospital has been carried out. One is a brand
extension to the extensions of health sen/ices are made based on the vision,
mission, internal strengths hospitals, and patient expectations. Brand
extension is performed also assist and facilitate the hospitals for health care
product promotion services, so as to add a positive value for the hospital's
reputation.
Penulis: Mia Rahma Romadona
Kode Jurnal: jppsikologikepribadiandd120062
