Public Relations and Publicity in Shaping Corporate Brand CaseStudy PT Mundipharma Healthcare Indonesia

Tika Oktavianingsih, Effy Zalfiana Rusfian

Research output: Contribution to conferencePaperpeer-review


For pharmaceutical companies, corporate brand is very important. This is closely related to the formation of public trust, building loyalty, ease of public acceptance for new products and helping to drive sales. As a new pharmaceutical company in Indonesia, Mundipharma, as the brand owner of Betadine and dozens of other   ethical drug brands is trying to build their corporate brand. In building the brand and the various dimensions in it, integrated marketing communications is a way that is often used in marketing communications which is an integrated unified public   communications unit. This research will focus onPR & Publicitybecause this strategy has characteristics that are not related to product marketing, but rather leads to   corporate image and reputation. This research uses qualitative approach with post-positivist paradigm. The principle of this research is descriptive with the   collection of data through interview and document study. The result of this study shows that the frequently used IMC elements practiced by Mundipharma are   publicity and public relations combined with event and sponsorship elements. The most visible public relations function is media relations. In collaborating publicity, PR, event and sponsorship, Mundipharma created a key message about their concern towards cancer disease. The approach is rather unique because it goes into the life-style and fashion realm with the purpose of creating a good and unique messaging collaboration capable of generating positive news that can build the image of the corporate brand.
Original languageEnglish
Publication statusPublished - 2017
Event1st Indonesia International Graduate Conference on Communication (IGCC) 2017 - ID, Depok, Indonesia
Duration: 1 Jan 2017 → …


Conference1st Indonesia International Graduate Conference on Communication (IGCC) 2017
Period1/01/17 → …


  • corporate brand; pharmaceutical; publicity; public relations; integrated marketing communication.


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