摘要：The title of this research is “Corporate Branding Coworking Space in Bandung” with the subtitle is “Descriptive Study of Corporate Branding Coworking Space in Bandung to Create Product Differentiation”.The high demand for economical workspace makes business coworking space growing.The growth happen in Bandung and make the level of competition coworking space in Bandung is quite high, especially with the uniformity of the product offered each coworking space.Seeing these growth, researchers interested in conducting research on how corporate branding coworking space in Bandung to create product differentiation.The purpose of this study is to discover how company create the vision, implemented vision to their corporate culture, and the compability between their vision and image of Bandung Digital Valley, Freenovation, and Ruang Reka that stakeholder created.The method used in this research is descriptive method with qualitative data and Hatch & Schultz’s concept of corporate branding.The data collection techniques used in interviews, observation, and documentation study.The result of this study indicate that Bandung Digital Valley, Freenovation, and Ruang Reka focus to introduce the company to their target market.Started from create the vision of the company by founder based on their experiences and business opportunity.Then, the application of corporate vision to corporate culture.Non of Bandung Digital Valley, Freenovation, or Ruang Reka implement the vision into corporate culture.Last, Bandung Digital Valley, Freenovation, and Ruang Reka think it is not a right time to create corporate image because they need to improve the quality of their facility first.
关键词：Pembentukan merek perusahaan;diferensiasi produk;Bandung Digital V alley;Freenovation;Ruang Reka.
