CD Skripsi

Strategi Branding Dan Unique Selling Point Sebagai Diferensiasi Produk Dalammembentuk Brand Image Pada Brand Bertjorak

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This In facing the challenge of differentiating oneself from similar brands while maintaining integrity and core values, an effective branding strategy is essential to build an identity that is recognized, remembered, and connected to positive values, as well as creating consumer loyalty. In a dynamic market, a deep understanding of how branding strategies and highlighting Unique Selling Points (USPs) can be a major factor in shaping a unique brand image is crucial. Bertjorak, inspired by the diversity of Indonesian culture, expresses its philosophy through a combination of eccentric colors in its products. Therefore, this study aims to determine the branding strategy and unique selling points as well as product differentiation that shape the brand image of the Bertjorak brand.
This study uses a qualitative research method. Research informants were selected using purposive techniques. Data and information were collected using interviews, observations, and documentation. Data analysis collection techniques are data reduction, triangulation, and drawing conclusions. The data validity checking technique used is triangulation by checking this from the results of comparing observation results with interview results, as well as data results obtained in other ways.
The results of this study indicate that the Bertjorak Brand has successfully implemented a co-branding strategy through collaboration with one of singer that known as Basboi in the "Knitnote: Thread of Tunes" project, which not only integrates products but also artistic and creative values. This collaboration strengthens brand equity and increases brand awareness and sales. On the other hand, Bertjorak's strengths lie in innovation and persistence in facing challenges such as rapid changes in fashion trends and shortages of human resources. The brand has also successfully empowered PKK mothers with sewing training, which improves skills and strengthens community ties. Although initially facing obstacles in publication and adaptation to trends, Bertjorak has succeeded in expanding the market and remaining relevant with ongoing efforts in understanding consumer preferences.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001113486

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001113486

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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