BRAND ACTIVATION THROUGH THE USE OF USER ENGAGEMENT AND COLLABORATION AS A BRANDING STRATEGY TO INCREASE THE BRAND AWARENESS OF LA VINDS INTERIOR IN PEKANBARU

• Main Author: Andreas Parulian Boetar, Kevin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/33131
• Institution: Institut Teknologi Bandung

On this new age of technological progress, all kinds of information can be accessed and consumed almost immediately by many people regardless of age and place. All practices and disciplines develop new ways that are revolving around this change. As a business, La Vinds Interior can benefit the way it can increase its brand awareness in Pekanbaru. But as of now the current branding strategy that the firm uses is limited to word-of-mouth. And with that, the firm still has no new branding strategy that can utilize the advantages of collaboration and online via social media. The methodologies that was used to find opportunities to innovate the branding strategy are qualitative and quantitative methodologies. Qualitative research involved in-depth and expert interview to identify the current branding strategy of the firm as well as possibility to adopt new strategies. While quantitative research through survey helped learn how the current clients came to be acquainted with La Vinds Interior and perception prior their use the firm’s service. Based on the research result, there are some opportunities that can be used to create a new branding strategy that can utilize online and offline approaches. According to the result, most of the clients knew La Vinds Interior from word-of-mouth, followed by online media. And their perception of the brand is currently in line with what the firm intended. And based from the interview, there is a big opportunity to adopt a collaboration for branding in Pekanbaru as there are yet firms to employ one. From this results the writer propose a branding strategy that can increase the firm’s brand awareness in Pekanbaru both offline and offline. To create online brand awareness, the recommendation is by content strategy, where social media content is created to stimulate interaction and engagement between audiences and the firm. Whereas for offline strategy the writer proposes a collaboration through experiential exhibition where the potential customer can directly interact and experience the qualities of the firm’s service offering.