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This research is conducted to formulate the program of Brand-Based Organization at Jungleland Adventure Theme Park. Research is carried out by identifying the visitor perceptions regarding the implementation of brand identity and professionalism implemented by Jungleland’s human resources. This research is also conducted in-depth interview to the management and frontline staffs to get the facts and confirm the findings. In addition, it is to compare with competitors’ brand identity to determine the brand position of Jungleland. The result shows that Jungleland’s brand identity represented by the symbol has the lowest value as perceived by visitors as compared with brand as a product and brand as a person. When Jungleland is compared with its competitors, Trans Studio Bandung, Taman Safari Bogor and Dunia Fantasi, it has the strong point righteously as the later entrant through the attributes of existing brands. Regarding to the results, proposed recommendations for human resources development program towards brand-based organization includes the Talent Management Program and Rewards Management Program.

Establishing Brand Based Organization by Customer Perspective in Jungleland Adventure Theme Park, Sentul City, Bogor - Indonesia