Pencapaian Brand Corporate Melalui Brand Activation Pendekatan Experiential Marketing (Studi Kasus Laboratorium Klinik)

Mahdalena Lubis, Leila Mona Ganiem

Abstract


Brand activation is a corporation's endeavor to look deeper into what's in the brand, strategy and position of the brand. A new approach to brand activation by maximizing the range of relevant assets through product and service, employees, identity and communication combined with experiential marketing through sense, feel, think, act, relate, is considered highly effective in achieving corporate brand because it emphasizes the differentiation of competitors. This study aimed to find out how the achievement of corporate brand through brand activation experiential marketing conducted by Clinical Laboratory with the object of PT. Prodia Widyahusada Tbk. This descriptive case study study obtained data through interviews and observations. This research finds the fact that companies do brand activation to achieve corporate brand is holistic to maximize brand in competitive competition, but to create experiential marketing, company can emphasize certain points in accordance with objectives desired by company. At the same time, denial of Schmitt's theory of surprise is the most important, in contrast to that done in the research object that sense and feel are the strongest according to the needs or goals of the company's customers. Utilization of brand activation experiential marketing can create trust, engagement, loyalty, acquisition, share, differentiator with competitors and lead to the achievement of a corporate brand of reputation.


berbagai hal yang ada di dalam brand, strategi dan posisi dari brand tersebut. Pendekatan baru terhadap brand activation dengan memaksimalkan berbagai asset yang relevan melalui product and service, employees, identity dan communication dipadu dengan experiential marketing melalui sense, feel, think, act, relate, dinilai sangat efektif untuk mencapai brand corporate karena lebih menekankan differensiasi terhadap kompetitor.  Penelitian ini ditujukan untuk mengetahui bagaimana pencapaian brand corporate melalui brand activation experiential marketing yang dilakukan oleh Laboratorium Klinik dengan objek PT. Prodia Widyahusada Tbk. Penelitian dengan metode studi kasus deskriptif ini memperoleh data melalui wawancara dan pengamatan. Penelitian ini menemukan fakta bahwa perusahaan melakukan brand activation untuk mencapai brand corporate dilakukan secara holistic untuk memaksimalkan brand di persaingan kompetitif, namun untuk menciptakan experiential marketing, perusahaan dapat menekankan poin-poin tertentu sesuai dengan tujuan yang diinginkan oleh perusahaan. Sekaligus bantahan terhadap teori Schmitt yang menyatakan kejutan (think) adalah yang paling penting, berbeda dengan yang dilakukan di objek penelitian bahwa sense dan feel adalah yang paling kuat sesuai dengan kebutuhan atau sasaran pelanggan perusahaan. Pemanfaatan brand activation experiential marketing dapat menciptakan kepercayaan, engagement, loyalitas, akuisisi, share, pembeda dengan kompetitor dan bermuara pada pencapaian brand corporate berupa reputasi. 

 


Keywords


brand corporate; brand activation; experiential marketing

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