VISUAL BRANDING STRATEGY TO INCREASE BRAND AWARENESS IN KIDS FASHION BRAND

• Main Author: CINDI PRASETYAWAN (19215042), KEVIN
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28428
• Institution: Institut Teknologi Bandung

The market for children's clothing is currently worth $ 1.4 billion and its value is forecast to grow 8% by 2021, to $34 million. This signifies a lot of new people in business children's clothing and competition can be more competitive. To anticipate it, there is a marketing strategy that can be used to differentiating and compete with the similar business it is using visual content strategy. When doing marketing strategy, there is an important element is it a marketing plan and the positioning. Positioning is the process where the marketers use to determine the best way to communicate the product attributes and decided where the brand in the mind of the target market. <br /> <br /> In doing a business, branding means much more than just giving a brand name, it’s an important thing in business to get to know customers and to make the right first impression. Branding is a disciplined process used to build awareness and extend customer loyalty. Brand awareness is important for business because it doesn’t only attract customers for the first time, but also make them to constantly try to buy. Based on the explanation before the aims of this research is to determine the factor that significantly affects visual branding in kids fashion brand and to determine the best visual strategy to increase brand awareness in Kirakuna’s brand. <br /> <br /> This research uses the qualitative research method to explore the objective of the research. This research supported by in-depth interviews because it makes the researcher be more flexible to probe the respondent in answering the questions. The method to analyze this research conducted using the descriptive analysis and coding to analyze the results of an interview. The output of this study show that having a unique and strong brand positioning can help to build brand awareness and create a long-term position in the marketplace. The significant factor for branding in children's fashion brands is by strengthening brand positioning, while the best visual strategy to improve branding and gain brand awareness in the Kirakuna brand is to connect all the thing from the Kirakuna brand positioning by using Japanese adaptation. When doing visual branding marketers must also approach smart, clean and something that reflects the joy.