Strategi Komunikasi Mengelola Persepsi Publik dalam Rebranding ACE Hardware ke AZKO

Abstract

Rebranding is a crucial strategy for companies to maintain relevance and
competitiveness in an ever-evolving market. PT Aspirasi Hidup Indonesia
underwent a significant rebranding effort by changing its name and brand
identity from ACE Hardware to AZKO. The primary objective was to
identify the key messages crafted within the rebranding communication
strategy, including the elements used to build AZKO's new brand image. A
qualitative approach with a descriptive method was applied through direct
observation, document analysis, and literature review. Findings reveal
that AZKO's rebranding communication focused on three core elements:
innovation, inspiration, and local relevance. The message "Your Home
Life Improvement Partner" was consistently conveyed through visual
elements such as a new logo featuring an open circle, minimalist stage
designs at the Bundaran HI launch event, and digital media, including the
largest videotron in Jakarta at Mall Taman Anggrek. The launch event,
attended by thousands, included a symbolic moment with spotlight
projections of "ACE berubah jadi AZKO" (ACE changes to AZKO). The
communication strategy also leveraged influencer collaborations to
expand its reach. In conclusion, AZKO's rebranding communication
strategy successfully established a new, relevant identity positively
received by the audience. The consistency of messaging, the strength of
visual elements, and a focus on local relevance were key factors in its
success. These findings contribute to the literature on rebranding
communication strategies and offer practical guidance for other
companies undergoing similar brand transitions