Brand Architecture dalam Transformasi Identitas Korporat: Analisis Hubungan Corporate Brand SMBC Indonesia dan Product Brand Jenius

Raihan F. Anggana; Sahrul Gilang Ramadan

doi:10.69693/ijim.v4i3.2023

Authors

Raihan F. Anggana Universitas Paramadina
Sahrul Gilang Ramadan Universitas Paramadina

DOI:

https://doi.org/10.69693/ijim.v4i3.2023

Keywords:

Brand Architecture, Corporate Brand, Corporate Rebranding, Komunikasi Korporat, Product Brand

Abstract

Transformasi identitas korporat menjadi strategi penting bagi perusahaan dalam menghadapi perubahan lingkungan bisnis, terutama pada industri perbankan yang sangat bergantung pada kepercayaan publik. Penelitian ini bertujuan menganalisis implementasi Brand Architecture dalam hubungan antara Corporate Brand SMBC Indonesia dan Product Brand Jenius setelah transformasi identitas Bank BTPN menjadi SMBC Indonesia. Penelitian menggunakan pendekatan kualitatif dengan metode analisis dokumen terhadap laporan tahunan, situs resmi perusahaan, siaran pers, media sosial, serta publikasi terkait transformasi identitas perusahaan. Analisis data dilakukan menggunakan model Miles, Huberman, dan Saldaña melalui tahapan kondensasi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa SMBC Indonesia berperan sebagai Corporate Brand yang membangun legitimasi, reputasi, dan kredibilitas institusional, sedangkan Jenius tetap dipertahankan sebagai Product Brand dengan identitas dan ekuitas merek yang kuat. Berdasarkan lima dimensi analisis Brand Architecture, struktur merek yang diterapkan menunjukkan karakteristik Hybrid Brand Architecture dengan strategi Endorsed Brand. Temuan ini menunjukkan bahwa pengelolaan hubungan antara Corporate Brand dan Product Brand menjadi strategi komunikasi korporat yang memungkinkan perusahaan melakukan transformasi identitas tanpa menghilangkan nilai merek produk yang telah terbentuk.

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