Rebranding Strategy of Trimurti Senior High School to Improve the Image of Modern School

Abstract

With the changing of era and the characteristics of students as a generation Z, schools need to innovate to answer the challenges of the modern era like now. Therefore SMA Trimurti is doing rebranding into the Trimurti Senior High School to improve the new image of a modern school. The purpose of this study was to find out how Trimurti's rebranding strategy was to improve the image of a modern school. This research is a qualitative research using case study method. Data obtained from interviews, observations and documentation. The results of this study are Trimurti Senior High School has carried out a total rebranding in accordance with four stages, which is repositioning, renaming, redesign and relaunching. In rebranding, that four stages are mutually related and support each other in creating a new image that the brand wants. The implementation of the four stages of rebranding include: presenting a new 5D Learning Method program that utilizes digital technology, presenting ASUPD international classes in collaboration with Arizona State University, changing the name of the school to English, a complete visual change with modern and minimalist design concepts, relaunching by holding big events, and promotional strategies through social media and open house.