PERLUASAN BRAND SEBAGAI STRATEGI BRANDING PENINGKATAN REPUTASI RUMAH SAKIT

Brand extension is one of the many marketing strategies undertaken by various organizations, to gain a positive perception of consumers and to reduce funding when launching new products. The hospital is also an organization that has branding strategy with a brand extension of health services, as an effort to enhance its reputation in the community. The study uses a qualitative multiple case study approach that aims to identify and understand the dynamics of brand extension as a branding strategy of the three hospitals that issued the brand to improve its reputation. Tools for the data collected using semi-structured interviews, observation and document study to explore the branding strategies used in the expansion of the brand. The study involved three private hospitals in Yogyakarta type B that has a brand on the market. The results of data analysis is the brand extension is used as a branding strategy has been able to enhance the reputation of a hospital for the better in society. One of branding strategies is a brand extension to the extensions of health services are made based on the vision, mission, internal strengths hospitals, and patient expectations. Brand extension is performed also assist and facilitate the hospitals for health care product promotion services, so as to add a positive value for the hospital�s reputation