brand identity
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Nirmana ◽  
2022 ◽  
Vol 20 (2) ◽  
pp. 95-105
Yesica Suyanti ◽  
Maria Nala Damajanti ◽  
Cindy Muljosumarto

College depression merupakan depresi yang dialami oleh banyak mahasiswa dikarenakan perasaan tertekan dari bertambahnya tanggung jawab serta gaya hidup yang tidak sehat. Maka dari itu mahasiswa membutuhkan sebuah sosok atau media yang dekat dan dapat menghibur mereka, yaitu musik. Musik menjadi media yang praktis dan dapat dilakukan bersamaan disaat mereka menyelesaikan tanggung jawab mereka. Michael Aldi merupakan musisi baru dan dekat dengan mahasiswa. Michael Aldi menginginkan musiknya dapat memberikan dampak positif dan membantu pendengarnya, namun musik Michael Aldi belum tersampaikan kepada target dengan tepat karena belum memiliki Brand Identity yang jelas. Lewat perancangan dengan menggunakan metode analisis SWOT dan Product Life Cycle dapat menghasilkan personal brand serta konten media yang dapat meningkatkan awareness dan mengurangi tekanan college depression pada mahasiswa. Hasil dari perancangan menunjukan bahwa perasaan sendiri dapat menimbulkan banyak dampak buruk bagi mahasiswa yang sedang mengalami tekanan sehingga besar peran sosok teman dalam kehidupan mahasiswa, seseorang teman yang dapat mengerti memahami yang mereka rasakan sehingga mereka merasa tidak sendiri serta dapat menghibur untuk mengurangi tekanan mereka.

2022 ◽  
Vol 4 (1) ◽  
pp. 08-15
Napolie Joyce Buenafe ◽  
Hannah Mae Espedido ◽  
Kyle Rainier Samonte ◽  
Althea Karmen Vitto

Technology has revolutionized the world and our daily lives over the years. Technological advancements have had a wide-ranging impact on our lives, such as the dramatic shift in communication. This study is to determine what affects the purchase intention of Gen Z towards Electronic gadgets. Using the Descriptive Analysis and Cluster random sampling, data is collected through an online survey with the respondents of 150 in selected cities of Metro Manila. And findings suggest that brand identity plays a significant role in influencing the purchase intention of Generation Z. The people who will benefit from this paper are Businesses, Entrepreneurs, Future researchers, and retailers. It will give them enough information to be knowledgeable about the purchase intention of Gen Z consumers when it comes to electronic gadgets.

2022 ◽  
Vol 3 (02) ◽  
pp. 197-205
Suminto Suminto ◽  
Indah Martati ◽  
Dyah Kusrihandayani ◽  
Erika Estiyani

This study aims to analyze the effect of brand identity and brand image on brand satisfaction and brand loyalty of silverqueen chocolate products in Samarinda City. A quantitative approach using path analysis processed with IBM SPSS 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. A total of 132 respondents who had consumed Silverqueen chocolate in Samarinda were the samples in this study. The measurement scale uses a Likert scale with a score of 1 - 5. In the beginning, validity and reliability tests are carried out on the research instrument, then estimation tests and structural model fit tests are conducted. The results showed that brand identity and brand image had a significant  effect on brand satisfaction and had no significant effect on brand loyalty. Likewise, brand satisfaction has no significant effect on brand loyalty. The results of this study state that brand variables that affect brand satisfaction will not automatically encourage brand loyalty.

2022 ◽  
pp. 174-189
Catarina Isabel Andrade Basílio ◽  
Nuno Silva Gustavo

Customer brand identification is described by the customer's perception and feeling about a brand. It brings value and meets the customer's needs. The four drivers of CBI are brand self-similarity, brand social benefits, brand identity, and memorable brand experiences. The purpose of this study is to understand the influence of CBI (and, consequently, its drivers) on customer loyalty and its perception of hotel brands. Although the importance of CBI has already been recognized in some studies, its effects on customer loyalty in the hospitality context are still relatively unexplored. A survey was used to understand and confirm that CBI and all four of its dimensions significantly influence customer loyalty. This means, in the hotel industry, customers tend to look for brands that are distinct from their competitors, have an identity of their own, and close to their values. It was also possible to conclude that the client tends to behave more favorably towards the brand, spreading positive word of mouth and recommending brands that meet CBI conditions.

2021 ◽  
Vol 3 (2) ◽  
pp. 191-203
Bulent Unal ◽  
H. Merve Demirci ◽  
Emrah Demirhan ◽  

It is essential to reflect the strategic connotations of the brand on the products while creating and developing a product design that fits the brand identity. Therefore, for a company, it is a critical issue to place the right messages that support the strategic brand identity in the design elements. From the designers' point of view, they are expected to have design skills such as analyzing a brand's uniqueness and brand knowledge and reflecting the results of these analyses on the aesthetics, function and overall meaning of the product. For this reason, as a part of the Industrial Design curriculum, brand identity focused product design has been restructured in Atılım University, Industrial Design program. In this studio course, the aim was for design students to acquire skills of brand identity and product identity analysis, in addition to basic design knowledge and skills. During 16 weeks, the data were collected by doing a participant observation and conducting semi-structured interviews with the course students. The data gathered from the semi-structured interviews and participant observation were analysed by using an inductive coding approach. Thus, product design suggestions that were suitable for the identity of the brand were analysed with the questions asked by the instructors during the design process. The results show that the questions asked by the instructors and the examples they gave, led the students to research, think, question, understand and make sense of the importance of information. As a result, the students obtained design outputs suitable for brand identity.

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
John Bowen ◽  
Sandra Sotomayor

PurposeThis paper aims to indicate the importance of including residents in the rebranding of a destination.Design/methodology/approachThis article is based on a literature review.FindingsThe World Tourism Organization recently adapted the United Nations' 17 Sustainable Development Goals (SDGs) to show their relevance to tourism. The quality of life of the residents was a common theme of these goals. Through a review of literature, the paper identified the negative and positive effects of tourism on the residents' quality of life. This was done to show how destination management organizations (DMOs) could design and manage their tourism activities to avoid the negative effects on residents and maximize the positive benefits.Originality/valueAs tourist destinations strive to meet sustainability goals, we argue that many will have to be rebranded. The paper shows how through the rebranding process the destination can create brand identity elements that communicate as well as guide their sustainability efforts. Also, just as corporations need to include and have employees that believe and support the company's brand identity elements, DMOs must include residents in the branding process and gain their support of the destination's brand identity elements. As practical implications for DMOs, the paper shows the importance of developing tourism policies that will enhance the life of residents, demonstrating how this can be accomplished through a rebranding process. As research implications, there is a call for researchers to measure the results of destination's rebranding efforts including the satisfaction of residents as a construct. To accomplish this there is also a need to develop a reliable and valid scale of resident satisfaction with tourism polices.

2021 ◽  
Vol 10 (2) ◽  
Susan Graham

Islands hold a special place in the hearts and minds of travelers. The depiction of islands as a paradise and the sense of idyllic fantasy that travellers invoke with respect to islands is, in essence, a rudimentary attempt to brand islands. Islands are celebrated as being distinct from non-islands in ways rooted in the place, and the pursuit to discover characteristics that distinguish islands from their non-island counterparts is the quest to understand islandness. It should be no surprise then if some island destination management organizations, responsible for the creation of engaging and compelling brand identities, integrate themes related to islandness in the brands they develop to promote island destinations. This paper examines the incorporation of islandness themes as part of the brands developed to promote tourism by comparing islands and non-islands destinations. The tourism logos used by 85 island- and 146 non-island destinations were reviewed to assess the degree to which the logos included themes related to islandness. Employing a modified Likert-scale, study findings show island themes are not used exclusively by islands, but instead are used to various degrees and in different ways by islands and non-islands alike. This suggests that many of the themes related to islandness are not unique to islands and apply in some cases to non-island destinations as well. In addition, the findings may be interpreted to mean that the investigation of logos as a proxy for understanding islandness in island tourism brand identities is insufficient and inadequate, and a more fulsome investigation into the various ways of expressing brand identity might provide greater insights.

2021 ◽  
Vol 2 (2) ◽  
pp. 187-212
Silvi Firma Silvi Alif

Sapit Bandeng is a typical food from the Gresik region, one of the producers is Mrs. Amiroh. This study aims to design a brand identity and promotion of milkfish sapit Mbok Amiroh-Gresik. The creation process carried out at the stage of making this work uses field research methods, namely direct observation, making alternative designs, selecting designs, applying designs, and final art work. The design is adapted from the illustration of Damar Kurung which is the mascot of Gresik City. This design resulted in the main logo and packaging designs as well as stationaries, merchandise, advertisements in the Jawa Pos newspaper, and mural advertisements on the walls as part of the promotional strategy.

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Adriana Cristina Ferreira Caldana ◽  
Marina Lourenção ◽  
Caroline Krüger ◽  
Adriana Fiorani Pennabel ◽  
Neusa Maria Bastos Fernandes dos Santos

PurposeThis study aims to develop a sustainable brand identity model to help organizations align their managerial practices to sustainable development goals (SDGs) and examine its applicability for a Brazilian electrical sector company.Design/methodology/approachA systematic qualitative review of the literature was carried out to provide a theoretical basis for the attributes chosen to compose the sustainable brand identity management (SBIM) model. To apply the model, the authors collected the data from internal and public domain documents, semi-structured in-depth interviews and non-participant observation of the company's work environment.FindingsThe first SBIM model was developed. The Brazilian power sector company implemented sustainable actions related to most of the models' attributes, contributing to the SDGs. A research agenda was presented.Research limitations/implicationsThe theoretical contribution is provided toward brand identity and sustainability literature with the sustainable brand identity model development and the conceptual explanation regarding its attributes.Practical implicationsThe practical implications are provided from the model application to an electrical company leading to some managerial suggestions that might be used to companies willing to align their practices to sustainability.Originality/valueThe studies on SDG and brand identity models were analyzed in order to create the first SBIM model. This article extends the concept of the brand identity of marketing theory by linking its core to sustainability actions, so far not addressed in academic studies.

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