ANALYSIS OF PUBLIC PERCEPTION AND STRATEGIC BRAND COMMUNICATION IN ENHANCING PUBLIC TRUST TOWARDS THE ROYAL MALAYSIA POLICE

Public perception and communication are essential components in the branding process of any organisation, particularly for security organisations such as the Royal Malaysia Police (RMP). However, there is limited empirical evidence on how branding and communication strategies shape public trust within Malaysia’s law enforcement agencies. This study attempts to bridge this gap by investigating public perceptions and experiences regarding RMP’s branding, with emphasis on the importance of organisational communication, interactions and public trust. A total of 30 respondents were interviewed face-to-face to obtain in-depth insights into their opinions of the services and performance delivered by the RMP. Qualitative data analysis revealed that both perception factors and the communication approaches adopted by RMP officers when engaging with the public play crucial roles in shaping the organisation’s image and brand identity. The findings highlight several key aspects, including branding elements within the RMP that require enhancement, public experiences in engaging with police officers, improvements to current branding strategies, challenges faced by the RMP in meeting citizens’ needs based on its client charter, and effective branding strategies that should be implemented. Furthermore, the study emphasises the importance of consistent and empathetic brand communication in restoring and sustaining public confidence in the RMP’s services. The results also indicate that strategic communication interventions, community engagement, and collaboration with external stakeholders can further strengthen the overall effectiveness of the RMP’s branding initiatives. Overall, the study provides important implications for efforts aimed at enhancing the professionalism, integrity, and credibility of security institutions in Malaysia.