Creative Branding Strategy Developing Brand Identity Strategy of Tribun Jogja

DOI

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.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the International Conference on Media and Communication Studies (ICOMACS 2018)
PB  - Atlantis Press
SP  - 281
EP  - 285
SN  - 2352-5398
UR  - https://doi.org/10.2991/icomacs-18.2018.68
DO  - 10.2991/icomacs-18.2018.68
ID  - Alhasbi2018/10
ER  -