ANALYZING THE INFLUENCE OF LOGO AND SLOGAN CHANGING ON CORPORATE IMAGE (Study on Consumers of PT. First Media, Tbk. Surabaya

YESSY, ARTANTI and EKA, NURSULISTRIANI (2011) ANALYZING THE INFLUENCE OF LOGO AND SLOGAN CHANGING ON CORPORATE IMAGE (Study on Consumers of PT. First Media, Tbk. Surabaya. Buletin Ekonomi, Jurnal Manajemen, Akuntansi dan Ekonomi Pembangunan, IX (1). pp. 1-14. ISSN 1410-2293

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    Abstract

    The rebranding of company PT. First Media, Tbk. which has been shown by the change of logo and slogan was based on Management’s belief that with aggressive development that they started in 2006, there is a necessity to initiate real branding for their company and their product offerings. Thus, after few months of study and deliberation on the new brand, they decided to change their name to PT First Media Tbk which also became their brand – First Media – logo of which is characterized by attractive and bright colors signifying vibrant lifestyle through connectivity. They also came up with the tag line – “Empowering You!”. The change in the logo was carried out in the hope of creating a new spirit in the company, driving the change in company culture for all employees and achieving a more positive image, and enhancing the competitive force of the company through the changes mentioned. The purpose of this research is to analyze the influence of logo and slogan changing to corporate image of PT. First Media, Tbk. in Surabaya. This study used statistical analysis and doubled linear regression analysis. Information for this study was obtained from 110 customers of PT First Media Tbk. at Graha S.A Building 2nd Floor Surabaya. The result of this study shows that there is F value of 84,617 and adjusted determination value (Adjusted R2) of 0,619, which indicates that there is influence between changes of logo and slogan to corporate image 61,9%,while 38,1% influenced other variables. Key words : rebranding, corporate image, logo, slogan

    Item Type: Article
    Subjects: 600 Teknologi
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Eny Suparny
    Date Deposited: 30 Oct 2012 14:12
    Last Modified: 02 Nov 2012 09:15
    URI: http://repository.upnyk.ac.id/id/eprint/4301

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