<![CDATA[ABSTRAK Penelitian ini bertujuan untuk mengetahui upaya yang dilakukan perusahaan dalam melakukan kegiatan corporate branding. Metode yang digunakan pada penelitian ini adalah analisis deskriptif, dimana peneliti mendeskripsikan dan melakukan eksplorasi bagaimana strategi corporate branding yang dilakukan. Hasil penelitian menunjukkan bahwa strategi kegiatan corporate branding melalui integrated marketing commmunication (IMC) yang dilakukan PT Petrokimia Gresik dimulai dengan perencanaan yang didalamnya terdapat penghimpunan fakta dan data yang diolah menjadi sebuah framework sebagai acuan kegiatan, kemudian pelaksanaan kegiatan corporate branding, dan terakhir adalah monitoring dan evaluasi untuk mengetahui tingkat keberhasilan program dan untuk memberi rekomendasi terhadap keberlanjutan program ditahun selanjutnya. Kata Kunci: Strategi; Corporate Branding; Integrated Marketing Communication (IMC) ABSTRACT This study aims to measure the efforts made by the company in corporate branding activities. The method used is descriptive qualitative with primary and secondary data types and data collection techniques through in-depth interviews and documentation studies The method used in this research is descriptive analysis, where researchers describe and explore how the corporate branding strategy. The results of the study explained that the strategy of corporate branding activities through integrated marketing communication (IMC) conducted by PT Petrokimia Gresik began with a plan in which there was a collection of facts and data that were processed into a framework as a reference for activities, then the implementation of corporate branding activities, and finally monitoring and evaluation to determine the level of success of the program and to provide recommendations on program sustainability in the following year. Keywords: Strategy; Corporate Branding; Integrated Marketing Communication (IMC)]]>
Copyrights © 2020
