ANALYSIS OF POT BRANDING HOUSE’S BRAND PERSONALITY USING AAKER’ BRAND PERSONALITY SCALE

• Main Author: Mubayyinul Haq, Muh
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49188
• Institution: Institut Teknologi Bandung

The creative industry growth in Indonesia is promising, it has contributed 7.38% to the total national economy. Kemenparekraf states that the 8,14% development rate caused by the high demand from millennials for the business branding, visual identity system, advertising and others necessity. In practical terms, Indonesia Graphic Design Association showcases the data that the amount of practitioners in Indonesia holds the biggest amount compared to other ASEAN countries, either as a self-designer or design agency and studio. Humane, as one of the design studios in Bandung captures the problems that arise along with the visual communication design development rate. The problem is a tight competition in the design industry. The research aims to discover how to establish competitive advantage with brand personality as one of the viable solutions. This research aims to analyse the POT Branding House brand personality in social media Instagram, as one of the notable graphic design consultants based in Bandung. To collect the data, the author surveyed through an online questionnaire to 119 POT Branding House followers in social media Instagram and analyzed it using SEM PLS with confirmatory factor analysis. The result shows that the perceived brand personality by the followers of POT Branding House social media Instagram is Sincerity, one of five brand personalities dimensions. This study will be used as a basis for the design studio in Bandung to establish the competitive advantage.