Merancang strategi komunikasi korporasi dalam upaya pembangunan citra merek yang kuat pada P.T. SCR di Surabaya

Nowaday, competitive advantage refers to the use of branding strategy and communication strategy to gain leverage in the marketplace. Brand image and brand equity are superior concepts and can be used as distinctive features in winning business. This thesis entitled “Strategy Communication Corporate that Create Strong Brand Image in P.T. SCR Surabaya" is to learn the implementation of Branding Strategy and Communication Strategy at P.T SCR Surabaya in its efforts to compete with other companies in the same business. The analysis used in this study is qualitative method in which the object data come from the management of P.T SCR distributors (customer), suppliers, and competitors as the sources of the data. Research has therefore been made to find ways to eliminate those weaknesses detected in the organization. Through documentations, observations, and interviews, the result of the analysis showed that the branding strategy did not provide strong corporate image. The results of the analysis also showed that Integrated Corporate Communication can produce the qualified reputation for corporate. Therefore, good Branding Strategies and Integrated Corporate Communication hopefully will improve company 's competitive advantage. Qualified outputs resulted will move toward continuous improvement on competitive advantage in the long run