Calma Brewhouse Rebranding Strategy in an Effort to Increase the Number of Consumers In 2023

Alfian Febri Ardianto, Muhammad Muttaqien

Abstract


Increasingly fierce business competition encourages companies to make rebranding an important strategy in the business world to introduce products and change the company's vision and mission. This research analyzes the rebranding process carried out by Calma Brewhouse, a coffeeshop with the slogan "Calm and Sincerity of Soul" which aims to provide calm through coffee. This research uses a qualitative approach and descriptive method, and uses Muzellec's Rebranding Strategy theory, with data obtained through interviews and documentation.  Researchers used data analysis techniques with the interactive model of Miles B. Mathew and A. Michael Huberman with three data analysis processes, namely: Data Reduction, Data Presentation, and Conclusion Drawing. This research uses data validity testing in the form of source triangulation, namely comparing the results of interviews with existing documentation. The results of the study identified four stages of rebranding, namely logo redesign, renaming from Summit Coffee to Calma Brewhouse, product repositioning, and relaunching with a new look. From January to December 2023, Calma Brewhouse recorded monthly income between 10,000,000-30,000,000 and managed to sell more than 500 cups of coffee per month. This rebranding strategy proved successful and had a positive impact on the business.


Keywords


Rebranding Strategy; Coffeeshop; Consumer

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DOI: https://doi.org/10.12928/sylection.v4i1.18785

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