Institutional Repository UIN Sunan Kalijaga Yogyakarta: No conditions. Results ordered -Date Deposited. 2024-03-28T19:38:20ZEPrintshttp://digilib.uin-suka.ac.id/images/sitelogo.pnghttps://digilib.uin-suka.ac.id/2017-02-13T06:47:06Z2017-02-13T06:47:06Zhttp://digilib.uin-suka.ac.id/id/eprint/23985This item is in the repository with the URL: http://digilib.uin-suka.ac.id/id/eprint/239852017-02-13T06:47:06ZSTRATEGI KREATIF SURAT KABAR DI YOGYAKARTA
DALAM MEMBANGUN BRAND IDENTITY
(STUDI DESKRIPTIF KUALITATIF PADA SURAT KABAR HARIAN TRIBUN JOGJA)This research aim to describe the process of how Tribun Jogja build brand identity
used creative strategy. Product differentiation is an important thing to think about
the company because it will affect the market competition. Differentiation is also
equipping consumers to analyze a brand among the many commodities. A strong
brand is a brand that has a strong differentiation. Therefore it is very important
governing how brand identity should be displayed and communicated to a wide
audience. In this study shows how creative strategies performed Tribun Jogja in
conducting the delivery of brand values or branding. Creative branding strategy
aims to establish a strong brand identity in the community of Yogyakarta.
This study used descriptive qualitative method. Data obtained through
observation, in-depth interviews, and documentation. To check the validity of the
data used triangulation of sources.
The results of these studies indicate that Tribun Jogja using some dimensional
extension (extend) to support four perspectives that regulate the development of
the brand. How is positioning itself brand as a product, the brand became a
representative of the organization or company, the brand personality to
consumers, and the brand became a symbol of the user. Through four perspectives
Tribun Jogja able to demonstrate the difference with other brands. So brand
identity that is formed to be strong and the level of public confidence can be
increased.NIM. 12730062 FARUQ ALHASBI