%S Advances in Social Science, Education and Humanities Research, volume 260
%A - Faruq Al Hasbi
%A - Rama Kertamukti
%T CREATIVE BRANDING STRATEGY DEVELOPING BRAND IDENTITY STRATEGY OF TRIBUN JOGJA
%X 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.
%K creative strategy; brand identity: brand elaboration system
%P 281-285
%B International Conference on Media and Communication Studies (1COMACS 2018)
%D 2018
%I Atlantis Press
%L digilib41917