Brand Rejuvenation PT. Citilink Indonesia. Tbk:(Studi Deskriptif Implementasi Strategi Pemasaran Brand PT. Citilink Indonesia.Tbk melalui Perubahan Eleman Fisik Brand sebagai Maskapai Penerbangan Low

Ichlasul Naufal Insani, Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Competition between the aviation industry is characterized by the presence of the low cost carrier services. Low-cost carrier has huge implications for the aviation industry in the Asia Pacific region and ASEAN. Some effects are given such as first, low cost carrier competition has encouraged the airlines company to be more efficient. Second, the airlines company can anticipate competition caused by the lowcost carrier services, including a significant decrease in prices, increase seat capacity and frequency of flights as well as introducing new flight point-to-point. One of the major players and drives the low-cost carrier in Indonesia is Citilink. Brand rejuvenation strategy of Citilink involves the brand rejuvenation by changing the physical visual brand elements such as names, logos, slogans and colors. Brand rejuvenation strategy undertaken by Citilink to aim for participation in the air transport services for low-cost airline segment of society can be observed. The approach used by the authors is qualitative approaching by using the case study method. The results showed that the change of name, logo, slogan and colors on Citilink can be categorized as positive, has a characteristic, memorable and distinct from other airlines. PT. Citilink Indonesia .Tbk as a source capable of creating the message that Citilink participation in air transport services for low-cost airline segment can be observed by the public in the medium (channel) messengers to change the physical elements of the brand name "Citilink", form a new logo, slogan "Better Fly Citilink" and the new color of the green companies that are aimed at consumers PT. Citilink Indonesia Tbk as communicants (receiver) in the knowledge of the brand image of the company. In a case study of changes in the physical elements of the brand to brand rejuvenation Citilink contains the communication process in a mechanistic perspective is primary, because Citilink using a symbol (symbol) in the form of a name, logo, slogan, and color in the process of conveying the message as a medium or channel to the communicant that consumers .

Kata Kunci : Strategi Pemasaran