BRAND EXTENSION AS BRANDING STRATEGY INCREASING HOSPITAL REPUTATION

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.

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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

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