Hasanah, Nurul (2026) Strategi rebranding Afghan menjadi qudamah dalam memperkuat brand identity. Sarjana thesis, UIN Sunan Gunung Djati Bandung.
|
Text
1_cover.pdf Download (251kB) | Preview |
|
|
Text
2_abstrak.pdf Download (225kB) | Preview |
|
|
Text
3_skbebasplagiarism.pdf Download (385kB) | Preview |
|
|
Text
4_daftarisi.pdf Download (231kB) | Preview |
|
|
Text
5_bab1.pdf Download (340kB) | Preview |
|
![[img]](https://digilib.uinsgd.ac.id/style/images/fileicons/text.png) |
Text
6_bab2.pdf Restricted to Registered users only Download (473kB) | Request a copy |
|
|
Text
7_bab3.pdf Restricted to Registered users only Download (2MB) | Request a copy |
|
|
Text
8_bab4.pdf Restricted to Registered users only Download (321kB) | Request a copy |
|
|
Text
9_daftarpustaka.pdf Restricted to Registered users only Download (302kB) | Request a copy |
|
|
Text
10_lampiran.pdf Restricted to Repository staff only Download (2MB) | Request a copy |
Abstract
INDONESIA Rebranding merupakan strategi untuk memperbarui identitas merek guna memperkuat brand identity. Rebranding Afghan menjadi Qudamah dilakukan sebagai respons terhadap persaingan pasar dan permasalahan kepemilikan nama merek melalui perubahan posisi merek, nama, identitas visual, dan strategi komunikasi. Penelitian ini bertujuan untuk mengetahui Strategi Rebranding Afghan menjadi Qudamah dalam Memperkuat Brand Identity dengan menggunakan teori Rebranding yang dikemukakan oleh Muzellec, Doogan dan Lambkin (2003), yang meliputi empat elemen utama, yaitu Repositioning, Renaming, Redesign dan Relaunching. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam dan dokumentasi. Analisis data dalam penelitian ini menggunakan teknik analisis data yang dikemukakan oleh Creswell (2018), yang meliputi mengatur dan menyiapkan data, membaca dan menampilkan data, enskripsi data, membuat deskripsi dan tema, presentasi deskripsi dan topik. Hasil penelitian menunjukkan bahwa strategi rebranding Afghan menjadi Qudamah dalam memperkuat brand identity dianalisis berdasarkan teori rebranding Muzellec, Doogan dan Lambkin (2003), menghasilkan: (1) Strategi Repositioning dilakukan dengan menentukan segmentasi produk dan menyediakan varian ukuran, menentukan target pasar middle to high, membangun citra eksklusif dan membuat tagline Inspiring Taqwa. (2) Strategi Renaming dilakukan dengan pemilihan nama Qudamah untuk merepresentasikan kemajuan merek, riset nama Qudamah pada website Direktorat Jenderal Kekayaan Intelektual (DJKI), dan pendaftaran nama merek pada DJKI. (3) Strategi Redesign dilakukan dengan perancangan logo Qudamah, bekerjasama dengan desainer, penetapan logo baru Qudamah dan penerapan logo Qudamah pada berbagai media. (4) Strategi relaunching dilakukan melalui penyisipkan kartu pemberitahuan, partisipasi pada event Tasik Muslim Fair 2025 serta pemanfaatan media sosial. Dapat disimpulkan bahwa strategi rebranding Qudamah berperan dalam membangun identitas merek yang lebih kuat, meningkatkan pengenalan merek, dan memperkuat daya saing di tengah persaingan pasar. ENGLISH: Rebranding is a strategy to refresh a brand’s identity in order to strengthen it. The rebranding of Afghan to Qudamah was carried out in response to market competition and issues regarding brand name ownership through changes to the brand’s positioning, name, visual identity, and communication strategy. This study aims to examine the strategy behind rebranding Afghan into Qudamah to Strengthen Brand Identity using the rebranding theory proposed by Muzellec, Doogan, and Lambkin (2003), which encompasses four main elements: Repositioning, Renaming, Redesign, and Relaunching. This study employs a constructivist and qualitative approach. Data collection was conducted through in-depth interviews and documentation. Data analysis in this study utilized the data analysis techniques proposed by Creswell (2018), which include organizing and preparing data, reading and presenting data, data coding, creating descriptions and themes, and presenting descriptions and themes. The results of the study show that the strategy of rebranding Afghan to Qudamah to strengthen brand identity analyzed based on the rebranding theory of Muzellec, Doogan, and Lambkin (2003) yielded the following: (1) The repositioning strategy was implemented by determining product segmentation and offering size variations, targeting the middle to-high market segment, building an exclusive image, and creating the tagline “Inspiring Taqwa.” (2) The renaming strategy was implemented by selecting the name “Qudamah” to represent the brand’s progress, conducting a name search for “Qudamah” on the Directorate General of Intellectual Property (DJKI) website, and registering the trademark with DJKI. (3) The redesign strategy was implemented by designing the Qudamah, in collaboration with a designer, the adoption of the new Qudamah logo, and the implementation of the Qudamah logo across various media. (4) The relaunch strategy was implemented through the distribution of promotional cards, participation in the 2025 Tasik Muslim Fair, and the use of social media. It can be concluded that Qudamah’s rebranding strategy played a role in building a stronger brand identity, increasing brand awareness, and enhancing competitiveness in the market.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Uncontrolled Keywords: | Strategi Rebranding; Brand Identity; Qudamah |
| Subjects: | Social Interaction, Interpersonal Relations Social Interaction, Interpersonal Relations > Communication Social Interaction, Interpersonal Relations > Media of Communication, Mass Media Social Interaction, Interpersonal Relations > Content of Communication |
| Divisions: | Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat |
| Depositing User: | Nurul Hasanah |
| Date Deposited: | 11 Nov 2026 04:12 |
| Last Modified: | 11 Nov 2026 04:12 |
| URI: | https://digilib.uinsgd.ac.id/id/eprint/145292 |
Actions (login required)
 |
View Item |
