eprintid: 29890
rev_number: 8
eprint_status: archive
userid: 6
dir: disk0/00/02/98/90
datestamp: 2018-04-23 02:56:09
lastmod: 2018-04-23 02:56:09
status_changed: 2018-04-23 02:56:09
type: article
metadata_visibility: show
creators_name: MIKHRIANI, .
title: BRAND EXTENSION AS BRANDING STRATEGY INCREASING
HOSPITAL REPUTATION
ispublished: pub
subjects: mnj
divisions: x_proc
full_text_status: public
keywords: brand extension, branding strategy, reputation
abstract: The hospital is an organization that has branding strategy with a brand ertension of health seruices, as an effoft
to enhance its reputation in the community. Ihls sludy uses a qualitative multipte case study approach that
aims to identw and understand the dynamics of brand extension as a branding strategy ot the three hospitals
that issued the brand to improve its reputation. Tools fot the data col/ected usmg semr+tructured interuiews,
observation and document study to explore the branding strategr'es used rn the expansion of the brand. The
study involved three pivate hospitals type B in Yogyakarta that has a brand on the market. The resufts of data
analysis brand extension rb used as a b randing strategy has been able to enhance the reputation of a hospitat
for the better in sociefy Desprte the ma*eting dMsion is nothing new in the hospitat but the improvement,
expansion, creation and promotion of the hospital has been canied out. One is a bnnd extension to the
ertensions of health seruices are made based on the vision, mission, intemal strengfhs hospfials, and patient
expectations. Bnnd extension is pelormed also assrst and facilitate the hospitals for heafth care product
promotion sevices, so as to add a positive value for the hospital's reputation.
Kelwords: brand extension, branding strategy, reputation
date: 2013-01-02
date_type: published
publication: Proceeding of 2013 International Conference and Lecturing on Economics(ICLE) Modern Economics for People Welfare
volume: -
number: -
publisher: Bank Mandiri and Toyota
pagerange: 167-178
refereed: TRUE
citation:   MIKHRIANI, .  (2013) BRAND EXTENSION AS BRANDING STRATEGY INCREASING HOSPITAL REPUTATION.  Proceeding of 2013 International Conference and Lecturing on Economics(ICLE) Modern Economics for People Welfare, - (-).  pp. 167-178.      
document_url: https://digilib.uin-suka.ac.id/id/eprint/29890/1/MIKHRIANI_BRATTD%20EXTEIISIOIJ%20AS%20BRANDING%20STRATEGY%20INCREASING.pdf