@phdthesis{digilib21275,
           month = {June},
           title = {IMPLEMENTASI BRAND IDENTITY ?JATENG GAYENG?
(STUDI DESKRIPTIF KUALITATIF AKTIVITAS PROMOTION MIX PADA KEGIATAN PROMOSI
KEBUDAYAAN DAN PARIWISATA DINAS KEBUDAYAAN DAN PARIWISATA PROVINSI
JAWA TENGAH)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM. 12730043 FINA FAUZIYAH},
            year = {2016},
            note = {Dr. Yani Tri Wijayanti, M.Si.},
        keywords = {Implementation, Brand Identity, Promotion},
             url = {https://digilib.uin-suka.ac.id/id/eprint/21275/},
        abstract = {Brand identity is one of many aspects on brand management and can be
used to maintain region?s branding. This research aims to describe the brand
identity of city branding ?Jateng Gayeng? using Kapferer?s Brand Identity Prism
and how the implementation of this identity on culture and tourism?s promotional
activities in Central Java Culture and Tourism especially on Marketing Section.
This research uses qualitative method. The data was collected using indepth
interview, observation, and documentation. To check the validity of the
data, the researcher uses a triangulation of source. The process of collecting data
was done by two steps. First, researcher tries to find the brand identity by
interviewing some key actors on Jateng Gayeng?s branding formation. Second,
after found the results, researcher then find how the implementation of brand
identity on promotional activities by Central Java Cultural and Tourism.
The results of this research were analyzed based on the aspects on
Kapferer?s Brand Identity Prism; those are physic, personality, culture,
relationship, reflection, and self-image. The results show the implementation of
brand identity on kind of culture and tourism?s promotional activities that held by
Central Java Culture and Tourism.}
}