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• W2892414174 abstract "Abstract. The purpose of research are to determine the stages of analysis, planning and eval-uation of corporate rebranding framework of CGV Blitz to be CGV Cinemas. This research uses descriptive method with qualitative data type. Data collection method used in this research is in-terview, observation, and literature study.The results of this research showed that CGV Cinemas has been rebranding but in reality there are still many stakeholders from CGV Cinemas that tar-geted for rebranding that still not aware of the rebranding of CGV Blitz to CGV Cinemas by doing three stages of analysis, planning and evaluation. In this study concluded that at the analysis stage, planning and evaluation, communication campaign that CGV Cinemas do to internal cus-tomer has not been able to optimally because there’s still employee that did not undetstand with CGV Cinemas concept and still miscalled the old brand.At the evaluation stage, CGV Cinemas are not doing an evaluation after communication campaign and only doing an evaluation at the time of execution of socialization in the form of question and answers and CGV Cinemas are doing evaluation in focus group discussion to some customers but those evaluation was evaluation non formal and not spread and did not have a structured results that’s why those evaluation could not be used as a measure of success while doing or after doing a rebranding to customers Abstrak. Penelitian ini bertujuan untuk mengetahui bagaimana tahapan analisis, perencanaan dan evaluasi corporate rebranding framework CGV Blitz menjadi CGV Cinemas. Penelitian ini menggunakan metode deskriptif dengan jenis data kualitatif. Metode pengumpulan data yang digunakan dalam penelitian ini adalah wawancara, observasi, dan studi pustaka. Hasil penelitian ini menunjukkan bahwa CGV Cinemas sudah melakukan rebranding namun pada ken-yataannya masih banyak stakeholders dari CGV Cinemas yang menjadi target untuk rebranding yang masih tidak mengetahui adanya rebranding CGV Blitz menjadi CGV Cinemas dengan melakukan tiga tahapan yaitu tahapan analisis, perencanaan dan evaluasi. Dalam penelitian ini disimpulkan bahwa pada tahap analisis, perencanaan dan evaluasi, communication campaign yang CGV Cinemas lakukan ke internal customer masih belum optimal dikarenakan, masih ada karya-wan yang belum paham dengan konsep CGV Cinemas dan masih salah menyebut merek lamanya dan CGV Cinemas tidak mengadakan evaluasi sesudah mengadakan kampanye komunikasi dan hanya melakukan evaluasi pada saat pelaksanaaan sosialisasi dalam bentuk tanya jawab dan CGV Cinemas melakukan evaluasi focus group discussion ke beberapa customer namun evaluasi terse-but merupakan evaluasi non formal dan tidak menyeluruh serta tidak mempunyai hasil yang ter-struktur maka dari itu evaluasi tersebut tidak dapat dijadikan ukuran keberhasilan saat melakukan maupun sesudah melakukan rebranding terhadap customer." @default.
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• W2892414174 date "2018-08-01" @default.
• W2892414174 modified "2023-10-16" @default.
• W2892414174 title "CORPORATE REBRANDING FRAMEWORK OLEH CGV CINEMAS" @default.
• W2892414174 doi "https://doi.org/10.17509/e.v1i1.12249" @default.
• W2892414174 hasPublicationYear "2018" @default.
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