relation: https://eprints.untirta.ac.id/49469/
title: STRATEGI REBRANDING KAFE COLD LIBRARY MENJADI CO&LABS (Collaboration Station) Studi Kasus Komunikasi Pemasaran
creator: Rachman, Dafy Azhari
subject: Communication (General)
description: The rebranding strategy is designed to achieve objectives and facilitate the  implementation of activities so that the predetermined objectives are achieved. The  background of this research is that Cold Library Café is striving to maintain its  existence amid the rapid development currently taking place in the F&B industry.  The researcher is interested in investigating how Cold Library Café's rebranding  strategy transformed it into Co&Labs (Collaboration Station) and what factors  hindered the rebranding process at Co&Labs Café. This study aims to analyze the  rebranding process of Cold Library Café into Co&Labs (Collaboration Station)  through seven stages: triggering, analyzing and decision making, planning,  preparing, launching, evaluating, and continuing. The approach used in this study  is a qualitative approach with a descriptive method. The researcher used data  collection techniques such as observation, interviews, and documentation. The  results of the study explain that Cold Library Café underwent rebranding to become  Co&Labs (Collaboration Station) through seven rebranding strategies, namely  triggering, analyzing and decision making, planning, preparation, launching,  evaluating, and continuing. The implementation of the rebranding also faced  challenges related to human resources and the café's premises. The high number of  customers in a small space led to capacity limitations, with Co&Labs customers  facing issues such as insufficient seating and parking difficulties due to the café's  limited space.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/49469/1/Dafy%20Azhari%20Rachman_6662200149_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/49469/3/Dafy%20Azhari%20Rachman_6662200149_02.pdf
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identifier: https://eprints.untirta.ac.id/49469/5/Dafy%20Azhari%20Rachman_6662200149_04.pdf
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identifier: https://eprints.untirta.ac.id/49469/6/Dafy%20Azhari%20Rachman_6662200149_05.pdf
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identifier: https://eprints.untirta.ac.id/49469/7/Dafy%20Azhari%20Rachman_6662200149_Ref.pdf
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identifier: https://eprints.untirta.ac.id/49469/8/Dafy%20Azhari%20Rachman_6662200149_Lamp.pdf
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language: en
identifier: https://eprints.untirta.ac.id/49469/17/Dafy%20Azhari%20Rachman_6662200149_01.pdf
identifier:   Rachman, Dafy Azhari  (2025) STRATEGI REBRANDING KAFE COLD LIBRARY MENJADI CO&LABS (Collaboration Station) Studi Kasus Komunikasi Pemasaran.  S1 thesis, Universitas Sultan Ageng Tirtayasa.