Brand Empathy

Abstract

In its current pandemic condition, many companies or certain brands are having deflation in product or services marketing. However, nowadays every company is no longer only sells their product or services but also makes a role of the company for their community related to existing issues. Therefore, Indosat Ooredo Ramai Bersama Version ad is made as a form of implemanting empathy brand strategy. In this study using reception analysis as a research method that sees how people accept and examine message in the ad of Indosat Ooredo Ramai Bersama Version. People in this study were divided into three, there are hegemony, negotiation and opposition. Results of this study are expected to be of two kinds of sources, there are hegemony and negotiation that got from the deep interview and also some observation to some other types of ad as a comparison.