Diakom : Jurnal Media dan Komunikasi
Vol 3 No 1 (2020): Vol 3 No 1 (2020)

DEFINING BRAND IDENTITY OF NOESA WOVEN FABRIC THROUGH TOTAL BRANDING IN ONLINE MEDIA

Agus Daniar (Unknown)
Rustono Farady Marta (Universitas Bunda Mulia)
Angelia Sampurna (Unknown)



Article Info

Publish Date
17 Sep 2020

Abstract

Woven fabric is a handicraft product that has been passed down through generation. This fabric commonly used as traditional dance costumes at parties or traditional events. Along with the times, the variety of products produced from woven fabrics are keep growing. The interest and awareness of woven fabrics is gradually increasing, which can serve as an opportunity for industry players to highlight their products. This study aims to explore the brand identity of a local product that uses woven cloth as its basic material, namely Noesa. The method used in this research is a case study in qualitative approach with data collection techniques using observation methods, as well as documentation to obtain primary and secondary data. Data analysis techniques were carried out by reduction, presentation and drawing conclusion. The result shows that the strategy implementation through brand identity applied by Noesa is in line with total branding of marketing communication, which include aspects of Noesa's brand, Watobi craftsmen (suppliers), a variety of products in fulfilling the needs of the consuments (competitors) and various network through social media (distribution) in its marketing

Copyrights © 2020






Journal Info

Abbrev

mediakom

Publisher

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Elektronik Diakom adalah terbitan berkala ilmiah yang dikelola oleh Pusat Penelitian dan Pengembangan Aplikasi Informatika dan Informasi dan Komunikasi Publik (Puslitbang APTIKA dan IKP) Kementerian Komunikasi dan Informatika. Jurnal ini merupakan pengembangan dari majalah semi ilmiah Diakom ...