Strategi branding dan positioning pt bank syariah indonesia tbk. Di pasar keuangan indonesia
Abstract
The branding and positioning strategy of PT Bank Syariah Indonesia Tbk (BSI) in the Indonesian financial market is a crucial effort to build a positive image and strengthen the bank's position in the sharia banking industry. Since the merger on February 1, 2021, BSI has committed to becoming a leading sharia bank by offering products and services that align with sharia principles. BSI's branding strategy embraces the values of AKHLAK (Amanah, Kompeten, Harmonis, Loyal, Adaptif, Kolaboratif), which serve as the foundation for interactions with customers. Through digital marketing campaigns and sharia financial education, BSI has successfully raised public awareness about sharia banking services. In terms of positioning, BSI focuses on product and service differentiation, as well as collaboration with fintech for innovation. Continuous evaluation and adaptation to market changes are key to BSI's success in facing competitive challenges in the banking industry. With a well-structured strategy, BSI has the potential to expand its market share and enhance public trust in sharia financial products.
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