scholarly journals Creative Branding Strategy Developing Brand Identity Strategy of Tribun Jogja

2018 ◽  
Author(s):  
Faruq Alhasbi ◽  
Rama Kertamukti
Keyword(s):  
Brand Identity ◽  
Branding Strategy

scholarly journals Strategi Branding Pelaku Usaha Pariwisata di Masa Pandemi

2020 ◽  
Vol 2 (4) ◽  
pp. 263-273
Author(s):  
Chotijah Fanaqi ◽  
Resty Mustika Pratiwi ◽  
Firmansyah Firmansyah
Keyword(s):  
Brand Personality ◽  
Brand Identity ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Tourist Destination ◽  
Business World ◽  
New Normal ◽  
Tourism Sector ◽  
Tourism Potential ◽  
Main Components

Abstract- The pandemic condition has made the business world sluggish. As a sector engaged in services, tourism is also affected. This is due to the government's prohibition of opening a business that has the potential to invite large crowds due to the need for physical distancing as an effort to prevent the occurrence of covid 19 transmission. However, since the enactment of the new normal, namely the period of adaptation to new habits, the tourism sector has made improvements. As one of the areas that has good tourism potential in West Java, Garut continues to make efforts to make itself a tourist destination city that is feasible and safe to visit. Besides having sufficient tourism potential, open nature-based tourism makes Garut Regency a magnet for tourists during pandemic. This study aims to determine how the Garut regency branding strategy as a tourist destination and what are the challenges during pandemic. The researcher uses the theory of branding strategy initiated by Kotler (2009) which explains that the branding strategy has three main components, namely; brand positioning, brand personality, and brand identity. The method in this research uses qualitative methods with interview, observation, and documentation techniques in data collection efforts. Abstrak- Kondisi pandemic menjadikan dunia usaha menjadi lesu. Sebagai sector yang bergerak di bidang jasa, pariwisata juga turut terkena imbasnya. Hal tersebut karena adanya larangan pemerintah untuk membuka usaha yang berpotensi mengundang kerumunan orang banyak karena perlunya physical distancing sebagai upaya pencegahan terjadinya penularan covid 19. Namun sejak diberlakukannya new normal, yakni masa adaptasi pada kebiasaan baru, sektor pariwisata melakukan pembenahan. Sebagai salah satu daerah yang memiliki potensi wisata yang cukup baik di Jawa Barat, Garut terus melakukan upaya untuk menjadikan dirinya sebagai kota destinasi wisata yang layak dan aman untuk dikunjungi. Disamping memiliki potensi wisata yang memadai, wisata yang berbasis alam terbuka menjadikan kabupaten garut memiliki magnet tersendiri bagi para wistawan di masa pandemi. Penelitian ini bertujuan untuk mengetahui bagaimana strategi branding kabupaten Garut sebagai destinasi wisata serta apa saja tantangannya di masa pandemic. Peneliti menggunakan teori strategi branding yang digagas oleh Kotler (2009) yang memaparkan bahwa strategi branding memiliki tiga komponen utama, yakni; brand positioning, brand personality, dan brand identity. Adapun metode dalam penelitian ini menggunakan metode kualitatif dengan teknik wawancara observasi, dan dokumentasi dalam upaya pengumpulan data.

scholarly journals Island Tourism Brand Identities: A Review of Themes in Island Tourism Logos

2021 ◽  
Vol 10 (1) ◽  
Author(s):  
Susan Graham ◽  
Louise Campbell
Keyword(s):  
Sense Of Place ◽  
Lived Experiences ◽  
Tourism Industry ◽  
Human Interaction ◽  
Brand Identity ◽  
Branding Strategy ◽  
Tourism Destinations ◽  
Water Landscape

All destinations—including islands—have an identity, shaped by the shared lived experiences and perspectives of various parties. Because sense of place is inherently reliant on human interaction (both with place and with each other), island identities are created, co-created, and communicated through various channels. One such channel is the messaging produced to market island destinations to various audiences. In marketing, a brand identity comprises the attributes or characteristics that separate one brand from another and highlight its uniqueness. Island destinations, like other tourism destinations (and brands in general), embed themes in their logos to help create a brand identity and to communicate with target audiences. The current study analyzed a sample of 84 island destination logos and identified a number of recurrent themes, with water, landscape/seascape, flora and fauna, and islandness being most prominent. Findings are discussed in the context of island identity, tourism, and marketing, highlighting opportunities for further exploration by island scholars and marketers alike. A greater understanding of island branding strategy is critical, as it offers island destinations a crucial advantage in an increasingly competitive tourism industry.

scholarly journals The Search of Russian National Branding Idea Under the Logic of Formation of a Multipolar Global World

2016 ◽  
pp. 61-69
Author(s):  
E A Danilova
Keyword(s):  
Defense Industry ◽  
Brand Identity ◽  
Brand Strategy ◽  
Central Theme ◽  
Branding Strategy ◽  
National Unity ◽  
National Brand ◽  
Global World

The article is devoted to the analysis of methodological fundamentals of national brand strategy forming on the identity base. A communicative branding model should have a basis as a central theme, which has a significant value for the citizens and for the international actors. The author states that the Russian national brand identity is defined by the key idea of the strong defensible state. Therefore, defense industry can be object field for national branding strategy forming. As a result branding communication may become a national unity basis and an effective state positioning.

scholarly journals The Applicability of Kapferer’s Brand Adentity Prism in City Branding through the example of Kaposvár

2020 ◽  
Vol 12 (1) ◽  
Author(s):  
Kristóf Kovács
Keyword(s):  
Brand Identity ◽  
General Assembly ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
City Brand ◽  
The City

Kaposvár started to consciously build its brand in 2016 when the General Assembly accepted the city branding strategy of the settlement, its management has been trying to refine and clarify the positioning of the Kaposvár brand. Kapferer’s prism may make it feasible. This essay makes an attempt to estimate the applicability of brand identity prism on the city branding strategy of Kaposvár, thus exploring the opportunities in city brand positioning provided by Kapferer’s method. The paper examines the desirable image of Kaposvár detailed in the strategy from the six aspects of Kapferer’s prism, and tries to define the attributes which may strengthen the Kaposvár brand.    

scholarly journals Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri

2021 ◽  
Vol 317 ◽  
pp. 02018
Author(s):  
Nur Laili Mardhiyani ◽  
Liliek Budiastuti
Keyword(s):  
Qualitative Research ◽  
Brand Personality ◽  
Brand Identity ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Community Based ◽  
Visual Storytelling ◽  
Tourist Attractions ◽  
Tourism Sector ◽  
Tourist Village

The Covid-19 pandemic has caused a downturn in the tourism sector, especially community-based tourist attractions, namely tourist villages. One tourist village that has experienced a downturn is the Kandri Tourism Village in Semarang, which has been recorded since March 2020 that it has not received visits from group or individual tourists who wish to travel in that place. This crisis makes Kandri Tourism Village have to carry out proper branding and promotional media in order to attract tourists to visit again. The aim of this article is to implement a visual storytelling model on the @desawisatakandri Instagram account in order to increase tourist visits in Kandri Tourism Village. This research uses descriptive qualitative research methods. The results of this study indicate that through Instagram @desawisatakandri, the implementation of visual storytelling through photos and videos is a branding strategy for Kandri Tourism Village. The content uploaded in social media includes brand positioning for segmentation of tourists by group or teams. Brand identity describe on logo with the tagline “Kandri Wae”, and the Brand personality can be seen in activities that are characteristic of Kandri Tourism Village.

Informality and the branding of creative places: the case of Suci screen-printing kampong in Bandung, Indonesia

2021 ◽  
Vol 43 (1) ◽  
pp. 89-113
Author(s):  
Fikri Zul Fahmi ◽  
Dinar Ramadhani ◽  
Aliyah Alfianda Dwicahyani ◽  
Adiwan Fahlan Aritenang
Keyword(s):  
Local Government ◽  
Screen Printing ◽  
Brand Image ◽  
Local Development ◽  
Global South ◽  
Brand Identity ◽  
Creative Economy ◽  
Branding Strategy ◽  
Development Agenda ◽  
Creativity And Innovation

This paper examines how informality is utilised in the branding of urban kampong and how this reshapes kampong development in the context of the global South. We examine the case of Suci area, Bandung, which the local government relabelled as a ‘creative tourism kampong’ in order to rejuvenate the identity of the long-established businesses in the area. Informality is thus strategically used to develop the brand identity of the kampong. The brand of ‘creative kampong’ is used to reflect that deprived communities residing in the kampongs can participate in the local development agenda for promoting the creative economy. However, the policy strategies have not gone beyond relabelling the name: the characteristics and potentials from informality in the kampong are not aligned with and translated into actions to promote creativity and innovation in the existing local enterprises. As the result, the branding strategy could not develop awareness and esteem about the brand image that the kampong is being revitalised as a creative kampong.

scholarly journals STRATEGI BRANDING PANTI SOSIAL (STUDI DESKRIPTIF KUALITATIF MENGENAI STRATEGI BRANDING UNIT INFORMASI DAN LAYANAN SOSIAL MERUYA)

2020 ◽  
Vol 7 (2) ◽  
pp. 157
Author(s):  
Dwi Ramayanti ◽  
Annisa Rachimi Rizka
Keyword(s):  
Social Services ◽  
Public Awareness ◽  
Brand Identity ◽  
Branding Strategy ◽  
Literature Study ◽  
Leading Role ◽  
The Social ◽  
Research Procedure ◽  
Qualitative Descriptive ◽  
Descriptive Method

Unit Infomasi dan Layanan Sosial (UILS) is a place for those of us who experience mental/mental disabilities to gather, share, and carry out various activities in a comfortable and friendly atmosphere. The lack of fostered residents at UILS Meruya indicates that the Social Services Unit cannot play a leading role while having a big vision of the eradication of psychotic problems in DKI Jakarta Province in a decent, normative and humane life. Branding strategy is needed to increase public awareness of a brand. This research was conducted to determine the branding strategy owned by UILS Meruya. The research method used in this study was a qualitative descriptive method. Qualitative descriptive method is a research procedure based on descriptive data, using analysis. The theoretical basis as a reference so that the focus of research by the facts in the field. The approach taken is by interview, observation, and literature study. Researchers, together with UILS Meruya stakeholders, have analyzed and formulated brand positioning, brand identity, and brand personality from UILS Meruya.

scholarly journals Strategi Branding Dinas Kebudayaan dan Pariwisata Kota Malang dalam Membentuk Image Sebagai Kota Pariwisata

2019 ◽  
Vol 1 (2) ◽  
pp. 99-107
Author(s):  
Pransiskus Albet ◽  
Sulih Indra Dewi
Keyword(s):  
Qualitative Research ◽  
Brand Equity ◽  
Brand Personality ◽  
Field Research ◽  
Brand Identity ◽  
Brand Strategy ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
Beautiful City

This study aimed to find out how the branding strategy of the Culture and Tourism Agency (Disbudpar) of Malang in shaping the image of Malang as a tourism city and to know what obstacles affect the application of the branding strategy. This study used a qualitative research by analyzing the branding strategy of Disbudpar Malang. The data collection techniques carried out in field research and to obtain information and data was through interviews and documentation. The results of this study indicated that the branding strategy of Disbudpar Malang in shaping the image of Malang were as follow, first brand positioning for example by the formation of the beautiful Malang city branding, second brand identity by making the tag line and logo of beautiful Malang, third brand personality for example Malang is known as a cool city, fourth brand communication by promotion on social media events and relationships with stakeholders. The fifth startegy was brand equity for example by making beautiful destinations such as thematic villages and beautiful city parks. The constraints from the brand strategy were first, from the publication of beautiful Malang in print media was considered less reflecting the image of Malang and the presence of those who criticized the beautiful Malang logo, second there were some villages that were still less of awareness in tourism, third in terms of destinations there were lack in facilities and infrastructure, fourth the limited funds to conduct the activities or events.

From Nothing to Something: Study on How Local Government Transformed Oil and Gas Area into Ecotourism Village in Indonesia through Branding Strategy

2019 ◽  
Vol 9 (8) ◽  
pp. 1760
Author(s):  
PRAYUDI PRAYUDI ◽  
Kartika Ayu ARDHANARISWARI
Keyword(s):  
Economic Benefit ◽  
Oil And Gas ◽  
Economic Value ◽  
Oil Wells ◽  
Brand Identity ◽  
Branding Strategy ◽  
Three Stages ◽  
District Government ◽  
The Village ◽  
Oil Company

This study aims to analyse how Bojonegoro District Government in Indonesia applied branding strategy for oil and gas area in Wonocolo Village. This village has a unique atmosphere of traditional petroleum mining. Government, villagers and state oil company discussed on how to change and add value to this village through branding strategy. Branding strategy involves creating, developing, implementing and managing brands continuously until the brand becomes strong. Using qualitative research methods, this study describes how the steps undertaken in the village that formerly was full of old oil wells, into a new tourist area that has economic value. The result of the research shows that there were three stages done in branding Wonocolo as an ecotourism village. They include identification of village uniqueness, creation of brand identity and brand message. The biggest challenge in this branding strategy was to change the mindset of Wonocolo villagers that turning the old oil wells village into an ecotourism destination can provide economic benefit.

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