ANALISIS STRATEGI KOMUNIKASI BRAND IDENTITY HOTEL AP PREMIER DALAM MENINGKATKAN BRAND AWARENESS KEPADA KHALAYAK KOTA BATAM
DOI:
https://doi.org/10.33884/scientiajournal.v6i3.8315Keywords:
Communication strategy, Brand identity, Communication activities, Brand awarenessAbstract
This research focuses on the transformation of Travelodge into AP Premier Hotel, a new city hotel brand, which
emphasises the importance of a well-conceived communication strategy for brand development. Using various
data collection techniques, including interviews, documentation review, and observation, this research highlights
the critical role of communication strategy in shaping the brand identity of AP Premier Hotel Batam. The findings
underline that effective communication patterns are essential to build brand awareness and a positive image for
AP Premier. The research concludes that the communication strategies used are aligned with the principles of
marketing and branding, inspired by Jean-Noël Kapferer's theory. The emphasis on service excellence in
communication activities resulted in three different patterns: linear, interactional, and transactional. Through
these patterns, this research shows the cultivation of brand awareness and a good brand image for the AP
Premier brand.
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