Creative Branding Strategy Developing Brand Identity Strategy of Tribun Jogja
Faruq Alhasbi, Rama Kertamukti
Available Online October 2018.
- https://doi.org/10.2991/icomacs-18.2018.68How to use a DOI?
- creative strategy; brand identity; brand elaboration system
- 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.
- 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 -