SUITABILITY STUDY OF CORPORATE VISUAL IDENTITY TO BRAND PERSONALITY AT CONCEPT STORE IN BANDUNG

• Main Author: Annisa Nur Fauziah, Raden
• Format: Theses
• Language: Indonesia
• Subjects: Desain dan dekorasi bangunan dan aksesori
• Online Access: https://digilib.itb.ac.id/gdl/view/36819
• Institution: Institut Teknologi Bandung

Unlike the FO and distro, the concept store is a retail store that offers products with a particular lifestyle. At present, there are several concept stores in the city of Bandung that offer goods or products from several brands that are strictly curated to represent the lifestyle they specify. Therefore for the concept store, branding is very important because the concept store is very focused on a lifestyle of a market segment. It is a challenge for the concept store to build branding in accordance with a lifestyle of a market segment. HGL House is a concept store in the city of Bandung which was founded in 2008. During its work in the fashion world, HGL House rebranded in 2015. This shows that HGL House is quite serious in branding. There are two continuous variables in branding, namely brand personality and corporate visual identity. Corporate visual identity is a visual expression or design. While brand personality is the character of the brand to be achieved. There is a possibility that corporate visual identity created does not represent the brand personality that is determined by a concept store.With HGL House as an object, this study aims to determine the suitability of corporate visual identity on brand personality based on graphic element theory and consumer responses and to find out corporate visual identity components that most influence brand personality on the concept store and know the graphic elements that most influence consumer interest. The method and research approach used is descriptive qualitative because research provides flexibility for researchers to explore the processes, activities, and events that are limited by the formulation of the problem. From the results of the study, it was found that there was no match between corporate visual identity and brand personality in the HGL House concept store. This can be seen from the image obtained by consumers when looking at corporate visual identity different from the expected image of HGL House. In addition, it was also found that the component of corporate visual identity that most influences brand personality is advertising and the graphic element that most influences consumer interest is color. The results of this study are expected to contribute to science, also can provide assistance to brand owners and other researchers