Peran Corporate Secretary PT Bank MNC Internasional Tbk Dalam Membangun Brand Equity

Abstract

PT Bank MNC International, Tbk is a company in the field of banking services that has been acquired since 2014. This study aims to determine how the role of the Corporate Secretary of PT Bank MNC International, Tbk in building Brand Equity. In this study the concept used is the concept of Customer Based Brand Equity (CBBE). In this study, researchers used the post-positivism paradigm. The subject of this research is the Corporate Secretary of PT Bank MNC International Tbk and for its object is the Role of Corporate Secretary of PT Bank MNC International, Tbk in developing Brand Equity. The method carried out in the study is descriptive qualitative. Data collection in the field through the results of interviews with Key Informants and Informants and secondary data obtained through library data and documentation. The results of the research are the role of the Corporate Secretary of PT Bank MNC International Tbk in the process of building brand equity of PT Bank MNC International by implementing the CBBE concept process that has been effective in carrying out it, but still needs to be improved especially in introducing brands and especially publicizing PT Bank MNC International Tbk, currently the brand equity that is underway is in the midst level but has not reached the Top of Mind level. The research conclusion is the role used by the Corporate Secretary in accordance with the stages in Keller's Customer Based Brand Equity (CBBE) concept, namely the Brand Salience, Brand Imagery and Performance, Brand Trial, Response, and Feelings stages, Brand Resonance.