Abstract:
Along with the rapid development of the business world, many strategies have been carried out to achieve company goals, such
as brand image. This is certainly very important for the company's reputation. Likewise with companies that are increasingly
aggressively carrying out program activities.
The methodology in this study uses descriptive qualitative research methods. By using case studies as a research approach and
using the constructivism paradigm. The research instrument used in retrieving data is observation in the field as well as in-depth
interviews.
This research raises a case study related to a company's public relations strategy in building a brand image through a program.
A communication activity that is organized directly aimed at a particular audience, at a predetermined period of time to achieve
certain goals. Likewise, Starbucks Coffee is conducting a Bring Your Own Tumbler (BYOT) program, through the Bring Your Own
Tumbler activity the company strives to build a brand image in the eyes of consumers and audiences that are in line with the
company's goals. Therefore, several main keys that will be discussed are the public relations strategy (RACE) dan brand image.
