IMPLEMENTASI CORPORATE REBRANDING PADA GRAMEDIA CENTRAL PARK

ALKAFI, KHAMDAN MUSTOFA (2018) IMPLEMENTASI CORPORATE REBRANDING PADA GRAMEDIA CENTRAL PARK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Gramedia awalnya dikenal sebagai toko buku yang besar di Indonesia. Namun perkembangan zaman mendorong Gramedia untuk berubah baik konsep maupun logo melalui strategi rebranding. Penelitian ini bertujuan untuk melihat proses rebranding dan bagaimana implementasinya di Gramedia Central Park. Objek penelitian adalah Gramedia Cabang Central Park Mall, Jakarta dengan menggunakan paradigma penelitian post positivisme. Metode yang digunakan adalah metode kualitatif dengan pemilihan informan dari Gramedia pusat dan cabang Central Park Mall, Jakarta. Data dikumpulkan dengan wawancara, pengamatan, dan studi dokumen yang dianalis melalui reduksi, sajian, dan penarikan kesimpulan / verifikasi. Hasil penelitian menunjukkan bahwa dalam rebranding Gramedia melakukan perubahan- perubahan seperti penyediaan ruang atau chamber berdasarkan beragam tema dan perubahan logonya yang hanya memunculkan identitas berupa huruf “G” saja. Penulis berpendapat bahwa logo dengan bentuk berbeda-beda dan hanya menampilkan huruf G saja dapat menimbulkan kebingungan masyarakat. Apalagi dalam setiap logo tidak ada tulisan “Gramedia” sehingga masyarakat hanya “dipaksa” untuk mengenali Gramedia dari huruf “G” saja. Brand expression melalui tampilan fisik seragam karyawan juga belum sesuai karena hanya memfokuskan penyeragaman pada baju saja. Saran secara praktis agar konsep chamber bisa diterapkan di gerai Gramedia yang lain yaitu dengan menyediakan chamber untuk kebutuhan pengunjung disabilitas dan menonjolkan penggunaan bahasa Indonesia untuk pesan di sosial media. Secara akademis penelitian ini dapat menjadi acuan bagi penelitian lain. Kata Kunci: rebranding, corporate rebranding, implementasi corporate rebranding. Gramedia was originally known as a big bookstore in Indonesia. But the times have driven Gramedia to change both concept and logo through rebranding strategy. This research aims to see the rebranding process and how it is implemented in Gramedia Central Park. The object of research is Gramedia Central Park Mall Branch, Jakarta by using post positivism research paradigm. The method used is qualitative method with the selection of informants from Central Gramedia and Central Park Mall Branch, Jakarta. Data were collected by interviews, observations and documents studies, analyzed by reduction, presentation, and conclusion / verification. The result of research showed that in rebranding Gramedia made changes such as the provision of space or chamber based on various themes and changes in logo that only raises the identity of the letter “G”. The writer argues that logos with different shapes and display only the letter G can cause public confusion. Moreover, in every logo there is no writing “Gramedia”, so that people only “forced” to recognize Gramedia from the letter “G”. Brand expression through uniform physical appearance of employees is also not appropriate because it only focuses uniformity on clothes. Practical suggestions for the concept of chamber can be applied in other Gramedia stores are by providing a chamber for the needs of disabled visitors and highlighting the use of Indonesian language for messages in social media. Academically this research can be a reference for other research. Keywords: rebranding, corporate rebranding, the implementation of corporate rebranding.

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