The rebranding strategy of Bank Mandiri Taspen pos to become Bank Mandiri Taspen aims at increasing brand awareness in 2018
Abstract
This research aims to understand and describe the rebranding strategy of Bank Mandiri Taspen Pos into Bank Mandiri Taspen in 2018. In this study, the theoretical framework used by the researcher includes brand, branding, rebranding, and corporate rebranding. The findings indicate that the driver for rebranding was the release of PT Pos Indonesia's shares, prompting Bank Mandiri Taspen Pos to quickly rebrand as Bank Mandiri Taspen to compete in the pensioner banking sector. This study focuses on the rebranding strategy used by Bank Mandiri Taspen Pos to become Bank Mandiri Taspen and analyzes inhibiting factors affecting the rebranding of Bank Mandiri Taspen Pos. The findings of this study provide insights into rebranding strategies using corporate rebranding theory and identify inhibiting factors in rebranding Bank Mandiri Taspen in 2018. The results of this research demonstrate that the rebranding strategy of Bank Mandiri Taspen Pos into Bank Mandiri Taspen implements corporate rebranding theory. Bank Mandiri Taspen went through market evaluation and brand analysis during the rebranding process. The preparation phase aims to inform the public about the changes. The launching phase involves press conferences and the inauguration of the new name. The evaluation phase involves Nielsen surveys from 2018 to 2022, The final phase, continuing, reflects Bank Mandiri Taspen's commitment to service quality.
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DOI: https://doi.org/10.12928/sylection.v3i1.13922
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