Developing Royal Malaysian Police Branding Strategy Through Public Perception: A Mixed-Method Approach
Abstract
This study focuses on the key challenges faced by the Royal Malaysia Police (PDRM), specifically how public perception influences their efforts in developing a strong branding strategy. The research objectives were to i) examine the current branding approach implemented by PDRM, ii) assess public perception of police service delivery before developing a branding strategy, and iii) develop a branding strategy for PDRM to ensure that police service delivery aligns with the customer charter. Based on Aaker, service quality, and organisational identity branding theories, a mixed-method research design, comprising quantitative and qualitative phases, was applied in this study. The samples comprised 400 members of the public, 20 PDRM officers and 10 expert reviewers, including academics, NGO representatives, and communication professionals. Data collection entailed a self-administered survey and structured interviews. Survey data were analysed using descriptive statistics and bivariate analysis. Meanwhile, trends and gaps in PDRM’s branding efforts and the proposed branding strategies were identified via qualitative analyses. The findings revealed several important insights. Urban communities emphasise the need for efficient digital communication and transparency in PDRM’s operations, while rural communities tend to evaluate police services based on interpersonal relationships and police presence within their communities. The proposed branding strategies include enhancing the use of social media to deliver clear and consistent messaging, strengthening community engagement initiatives, and improving police officer training in interpersonal communication. This proposed branding model may help PDRM enhance public trust and cooperation, thereby supporting the institution’s branding objectives in alignment with its customer charter.
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References
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