Proceedings of the International Conference on Media and Communication Studies (ICOMACS 2018)

Creative Branding Strategy Developing Brand Identity Strategy of Tribun Jogja

Authors
Faruq Alhasbi, Rama Kertamukti
Corresponding Author
Faruq Alhasbi
Available Online October 2018.
DOI
https://doi.org/10.2991/icomacs-18.2018.68How to use a DOI?
Keywords
creative strategy; brand identity; brand elaboration system
Abstract
Product differentiation is important for companies to influence market competition. Strong brands are formed from strong differentiation, so that consumers can analyze products among commodities. Qualitative descriptive method is used to look at TJ's strategy in communicating brand values and core. Data obtained through observation, in-depth interviews, and documentation. To test the validity of the data used source triangulation. The result through creativity in communication shows TJ using some dimensional expansion to support the brand perspective (as a product, as an organization representative, a brand as a personality, and as a symbol of its users). Building a strong brand identity needs to be done to gain public trust and ensure company survival.
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Proceedings
International Conference on Media and Communication Studies (ICOMACS 2018)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
October 2018
ISBN
978-94-6252-553-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/icomacs-18.2018.68How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Faruq Alhasbi
AU  - Rama Kertamukti
PY  - 2018/10
DA  - 2018/10
TI  - Creative Branding Strategy Developing Brand Identity Strategy of Tribun Jogja
BT  - International Conference on Media and Communication Studies (ICOMACS 2018)
PB  - Atlantis Press
SN  - 2352-5398
UR  - https://doi.org/10.2991/icomacs-18.2018.68
DO  - https://doi.org/10.2991/icomacs-18.2018.68
ID  - Alhasbi2018/10
ER  -