STRATEGI KREATIF SURAT KABAR DI YOGYAKARTA DALAM MEMBANGUN BRAND IDENTITY (STUDI DESKRIPTIF KUALITATIF PADA SURAT KABAR HARIAN TRIBUN JOGJA)

FARUQ ALHASBI, NIM. 12730062 (2016) STRATEGI KREATIF SURAT KABAR DI YOGYAKARTA DALAM MEMBANGUN BRAND IDENTITY (STUDI DESKRIPTIF KUALITATIF PADA SURAT KABAR HARIAN TRIBUN JOGJA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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