Strategi Komunikasi Apartemen dalam Melakukan Brand Positioning

Putri Nur Shabrina , Lidwina Mutia Sadasri

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT The construction of apartments in Yogyakarta is growing rapidly. With the large number of apartments being offered in today's market, prospective purchasers are confronted with many choices that are, in essence, actually the same or similar: Property to meet theirhousing needs or investment. Such situation creates rivalry between the managers of many apartments in Yogyakarta, which then requires managers to compete in a way that allow their brand to outperform the market competition. In this condition, communication strategy becomes crucial to obtain apartment‟s advantageous brand position. The purpose of this research was to understand the communication strategy implemented by Student Castle apartment in doing brand positioning, as well to understand the forms of communication activities that apply to the communication strategy. Hence the focus of this study lied in the application of communication strategies from the company‟s perspective. This research used a case study method, in which all data were obtained through a study of literatures and interviews with sources from the company who occupied areas that are relevant to the research topic. Analyses were performed using the definition of strategy according to David Arnold, and the concept of 14 forms of communication activities that can be used to communicate a brandby Paul Temporal (2000) and can applyto a communication strategy of doing brand positioning. The research results showed that – using the various communication activities which also synchronize with many otheraspects of the corporate – the communication strategy applied by Student Castle apartment in doing brand positioning gives the brand a competitive advantage to survive at a position as 'Apartment for Students.' The various forms of communication activities on Student Castle apartment‟s communication strategythat are used by the company to communicate the brand in doing brand positioning can give either a dominant or non-dominant influence on Student Castle apartment‟s brand positioning. There are seven forms of communication that has a dominant influence to its brand positioning as „Apartment for Students,' which are Word of mouth, Employee morale, Corporate events, product performance and development, Permanent exhibits, Direct Marketing, and Service standards and behavior. Keywords: communications strategy, brand, brand positioning, apartment.

Kata Kunci : Strategi Komunkasi