TPI was rebranded to MNCTV to expand its audience share and increase awareness. TPI was originally an educational TV program created in 1991 but was rebranded over time as its shares were claimed by the MNC Group. In 2010, MNC Group initiated a rebranding of TPI to MNCTV. The rebranding was aimed at increasing commercial income, audience ratings, and brand value while expanding from lower socioeconomic audiences to target segment A as well. The analysis of TPI's brand resonance pyramid and MNCTV's new brand mantra of "Fun Family Entertainment" concluded that MNC made a good decision in rebranding TPI to MNCTV to leverage the brand equity and

1. Brand Equity & Positioning
Case Study
TPI TRANSFORMATION TO MNCTV
Presented by:
‘The Winter Soldiers’
Ayu, Daya, Tama, Nyoman

2. Framework
Problem Identification & Scope
Background
TPI Resonance Pyramid
MNCTV Brand Mantra
Re-Branding
Conclusion & Suggestion

3. Problem Identification & Scope
Problem
Identification
• Why TPI got rebranded to MNCTV?
• How MNCTV expand audience share and
increasing audience awareness ?
Scope of
Discussion
• Brand Positioning and Equity
• Brand transformation
• Re-branding

4. Background
TPI was created as an educational
television program in 1991, accompanied
with the Ministry Education and Culture of
Indonesia.
• TPI was the first private television station
• TPI has huge loyal audience, especially
middle to low audience class
• Has differentiation program
• Good audience share rating
• In 2002-2005, 75% TPI shares claimed
by MNC Group
• In 2010, MNC Group initiated

5. Rebranding Philosophy
• If it ain’t broke, don’t fix it
• A logo change (and new ad campaign) does not a rebrand make
• Consumers aren’t stupid

6. Brand Transform
1991
1998
2002
2006
2010
Televisi Pendidikan Indonesia
Televisi Keluarga Indonesia
Televisi Paling Indonesia
Televisi Publiksiaran Indonesia

7. TPI Resonance Pyramid
Salience
Resonance
Performanc
e
Imagery
Judgment Feeling
Salience
• Educational Television
Program
• The First non-
government television
Imagery
• Grass Root Television
Program
• Middle to low class
program
• Pure Indonesian Culture
Feeling
• Educational Television
Program
• Indonesian Culture
Performance
• Outreach to Remote
audience
• Housewife and child
audience
Judgment
• Awareness loyal
audience
Resonance
• National educational
television program
• Family members
audience

8. MNCTV Brand Mantra
Emotional Modifier Descriptive Modifier Brand Function
Fun Family Entertainment

9. Re-Branding
Positiveness
• Increasing commercial income
• Income stability and sustainability
• Company growth, welfare of employee,
increasing company asset
• Program differentiation
• Increasing audience share rating
• Increasing loyal audience and brand
value
• Increasing capital and expansion
potential
Negativeness
• Decreasing loyal audience with old
brand
• Clash over from antagonist side
• Internal conflict of interest

10. Strategic and Technical Improvements
• Strengthen the transmission in Jakarta and Surabaya
• Strengthen the program content
include : Sinetron (MD Entertaiment), Sport Program (BPL, FA Cup & LPI), Cartoon
(Upin Ipin, Shaun The Sheep, etc)
• Increase the audience awareness
include : Onair and Offair Activity (MNC Festival : Jalan Sehat, Musik Akbar,
Campus Roadshow)
• Marketing above the line and Digital Marketing
include : Printed Media (Magazines & Billboard), Social Media (Facebook & Twitter),
Quick Response to criticism and suggestions

11. Conclusion & Suggestion
Conclusion
The conclusion of Resonance Pyramid and Brand Mantra analysis, MNC management
have good decision to re-branding TPI to be MNCTV.
The main reason is expanding the audience segment from BCDE segment plus A
segment, and set the brand positioning to be a family entertainment to leverage brand
equity
Other already sustained brand has impact to the new brand that comes out from
rebranding process
Suggestion
MNCTV needs to strengthen the edutainment program as product differentiation

12. Thank You

13. Thank You