Issue

Vol. 13 No. 3 (2026): December

Date Log

Submitted
21 July 2026
Accepted
19 October 2026
Published
19 October 2026

Copyright (c) 2026 Kurnia Dwi Ebthasarie, Rachmat Kriyantono, Bambang Dwi Prasetyo (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

Managing Brand Identity During a Merger: Indosat's Phase-Specific MPR Strategies

https://doi.org/10.24252/minds.v13i3.70863
Kurnia Dwi Ebthasarie
Universitas Brawijaya, Indonesia
Rachmat Kriyantono
Universitas Brawijaya, Indonesia
Bambang Dwi Prasetyo
Universitas Brawijaya, Indonesia

Corresponding Author(s) : Kurnia Dwi Ebthasarie

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 13 No. 3 (2026): December

Abstract

Corporate mergers disrupt organizational identity and challenge stakeholder trust. This study develops a phase-specific Marketing Public Relations (MPR) framework that explains brand identity transitions during corporate mergers. A sequential mixed-methods design examined 30 YouTube advertisements and interviews with three senior marketing practitioners across the pre-merger (2020–2021), transition (2022), and post-merger (2023–2024) phases of Indosat Ooredoo Hutchison. Campaign records and platform interactions provided descriptive engagement indicators. The findings identify three communication mechanisms: Identity Anchoring, Organizational Sense Giving, and Identity Consolidation, forming the proposed Brand Transition Marketing Public Relations (BT-MPR) Framework. View-through rates increased from 54% to 68%, while comment volume rose by 64%. These patterns suggest an association between phase-specific communication strategies and audience engagement, although the single-case design limits causal inference and generalizability. Marketing managers should align communication strategies with merger phases to preserve brand continuity and strengthen stakeholder trust.

Keywords

Marketing Public Relations Corporate Identity Theory Organizational Sensemaking Merger Communication Brand Transition
Ebthasarie, K. D., Kriyantono, R., & Prasetyo, B. D. (2026). Managing Brand Identity During a Merger: Indosat’s Phase-Specific MPR Strategies. Jurnal Minds: Manajemen Ide Dan Inspirasi, 13(3), 689–702. https://doi.org/10.24252/minds.v13i3.70863
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Author Biographies

Kurnia Dwi Ebthasarie, Universitas Brawijaya
Master's Program in Communication Studies
Rachmat Kriyantono, Universitas Brawijaya
Department of Communication Studies
Bambang Dwi Prasetyo, Universitas Brawijaya
Department of Communication Studies
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