Adiel, Andreas (2018) Perancangan Branding Fashion Label Affairs. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Revitalisasi logo merupakan salah satu bentuk usaha suatu brand dalam mengembangkan brandnya, tujuannya adalah untuk mengkomunikasikan value , melalukan positioning brand, menunjukan diferensiasi serta meningkatkan penjualan. Namun apakah hanya dengan merevitalisasi logo brand dapat mencapai tujuan tersebut?, khususnya pada brand fashion dengan tingkat perubahan trend yang sangat cepat. Perancangan branding ini merupakan rekomendasi strategi bagaimana agar revitalisasi logo pada fashion label Affairs dapat mencapai tujuannya. Mencangkup guideline visual sebagai acuan agar look & feel brand Affairs tetap konsisten saat dikomunikaiskan kemasyarakat, pengaplikasian brand identity pada berbagai media, serta bentuk branding secara taktikal selama satu tahun. Untuk memenuhi tujuan dari penelitian ini penulis melakukan beberapa metode penelitian yaitu secara kualitatif dengan melakukan wawancara mendalam dengan pemilik Affairs, Managemen Affairs dan beberapa karyawan. Brand Mapping dilakukan dalam rangka mengetahui tingkat awareness konsumen terhadap brand Affairs dan competitor, dengan begitu peneliti mampu memutuskan satu competitor dengan awareness lebih tinggi dari Affairs dan menelitinya lebih dalam. Metode penelitian secara kuantitaif juga dilakukan oleh peneliti dengan cara menyebar kuisioner kepada konsumen Affairs agar mendapatkan insight yang jelas dari konsumen terhadap brand Affairs. Hasil konsep perancangan ini adalah strategi branding berserta aplikasinya pada berbagai media, timeline strategi selama setahun dan bentuk brand activation baik internal maupun eksternal. Hasil perancangan ini adalah positioning statement yang menjadi diferensiasi bagi Brand Affairs dikemudian hari, serta strategi rekomendasi sebagai bentuk solusi dari kelemahan brand.Timeline sebagai acuan agar aktivitas branding mampu dijalankan secara bertahap dan konsisten sehingga menghasilkan brand trusted dibenak masyarakat.
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Value of the company can be demonstrated through the visual identity of the company or known as corporate visual identity, the identity such as logo, a company dominant color, font (typeface) applies to the standard operating procedure of a company and others. corporate visual identity that have been applied in various media will be a stimulus for consumers to be able to perceive the value of companies according to their own, company's activities in order to show the value that has been made through the media is one of the branding activity. For the purposes of this study the author did some research method such as qualitative research with depth interviews with the owner Affairs, Affairs Management, and several employees. Researchers also do brand mapping 20 local fashion brand to take a sample of the best 3 in building its brand, so that data can be learned from how these brands to build its brand. Quantitative research methods by spreading the questionnaire in order to get a clear insight of the consumer to the brand Affairs. The result of this design concept is the branding strategy along with its application in various media, timeline strategy for a year and brand activation for internal and external. The result of this design is the positioning statement that became Affairs Brand differentiation for the future, strategy recommendation as solution for brand weakness, brand.Timeline as a reference to be able to run branding activity gradually and consistently to produce a trusted brand in the minds of society.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSDP 746.920 688 Adi p |
| Uncontrolled Keywords: | Fashion, Branding, Fashion branding |
| Subjects: | N Fine Arts > NC Drawing Design Illustration T Technology > TS Manufactures > TS171 Product design |
| Divisions: | Faculty of Civil Engineering and Planning > Industrial Design Product > (S1) Undergraduate Thesis |
| Depositing User: | Yeni Anita Gonti |
| Date Deposited: | 11 Jun 2020 04:11 |
| Last Modified: | 11 Jun 2020 04:11 |
| URI: | http://repository.its.ac.id/id/eprint/76143 |
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