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Public Relation Strategy In Building Positive Brand Image At Kitty Live
[Full Text]
AUTHOR(S)
Qisty Amanda Deviacita, Vivien Sylvina
KEYWORDS
Public Relations strategy, brand image, live streaming.
ABSTRACT
The purpose of this research was to find the public relations strategy to build positive brand image on Kitty Live Indonesia company. Research method for this research was qualitative descriptive approach, observation technique was used to collect the data and interview, and coding to analyze the data. This research found that Kitty Live Indonesia used public relations strategy to build a brand image that focused on PR programs called counter program. Counter program is a program that is different from the way people think about live streaming based on survey. Moreover, research results showed that Kitty Live brand image is growing positive, but the strategy that PR used are still not good enough. The strategy still has weakness in people awareness on Kitty Live. To get an ideal brand image, it should start with people awareness about a brand or company.
REFERENCES
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