Building Visual Brand Identity for Cosmetic in Luxury Industry Development

• Main Author: Safarini / 29116157, Rizky
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30626
• Institution: Institut Teknologi Bandung

Branding management has become a highly prioritized aspect for companies to maintain long-term <br /> <br /> competitive advantage especially in luxury segment. Behind branding lies two essential elements, brand <br /> <br /> identity and brand image. These two elements are the link of communication between a company and a <br /> <br /> consumer. The objective of this thesis was to investigate what kind of considerations building and managing <br /> <br /> a visual identity requires and in which parts of branding visual design can help the company to develop the <br /> <br /> luxury brand. <br /> <br /> The idea of this research is to identify and analyze what communication gaps that can occur between a <br /> <br /> company’s visual brand identity and customer’s brand image. The thesis begins by studying the contextual <br /> <br /> of branding, visual identity and image from different angles. The method is evaluated through a case study <br /> <br /> of the successful luxury cosmetic brand. Both qualitative and quantitative data were gathered through an <br /> <br /> online questionnaire, focus group, and action research which, together with a thorough selection of <br /> <br /> secondary data, resulted in a new visual identity recommendation for Beauty of Saira. <br /> <br /> The findings identified that a gap in brand identity and brand image does occur. The conclusion based on <br /> <br /> research which is by proposing the company a visual identity that fits with the characteristic of the future <br /> <br /> brand and is a useful approach for companies who wish to align their brand identity with brand image.