STRATEGI KOMUNIKASI BRANDING ANATHERA RESORT PASCA REPOSISI DARI SWISS-BELHOTEL TUBAN BALI

Abstract

Brand repositioning in the hospitality industry requires a well-planned communication strategy to ensure acceptance by the market and stakeholders. This study aims to analyze the branding communication strategy of Anathera Resort Kuta Bali following its repositioning from Swiss-BelHotel Tuban Bali in building a new brand image and value. This research employs a qualitative approach using a descriptive method. Data were collected through in-depth interviews with management, hotel staff, and guests staying at Anathera Resort Kuta Bali. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing. The findings indicate that Anathera Resort’s branding communication strategy focuses on positioning itself as a family-oriented resort with a Balinese cultural atmosphere by emphasizing four main positioning dimensions: differentiation, relevance, credibility, and consistency. Differentiation is reflected in the strengthening of Balinese cultural identity and personalized service. Relevance is demonstrated through the alignment of the resort concept with the needs of family and leisure tourists in the Kuta area. Credibility is built through consistent service quality, cleanliness, and authentic cultural experiences perceived by guests. Consistency is maintained by aligning branding messages across all communication touchpoints, including visual identity, verbal messaging, and direct service delivery. This study concludes that a focused and consistent branding communication strategy plays a crucial role in rebuilding trust and establishing a positive brand image of Anathera Resort Kuta Bali after brand repositioning.