INTEGRATED MARKETING COMMUNICATION TO DEVELOP BRAND IDENTITY IN FASHION BUSINESS CASE STUDY: ANIMAL DAYS
Entering a market that is mature enough requires a strong enough effort for new products to make the brand acceptable to the market. Animal Days is a newcomer to the fashion industry, as a new brand this research is intended to help Animal Days build its brand identity and communication model....
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53672 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Entering a market that is mature enough requires a strong enough effort for new products to
make the brand acceptable to the market. Animal Days is a newcomer to the fashion industry,
as a new brand this research is intended to help Animal Days build its brand identity and
communication model.
In this research, Animal Days as a new brand wants to develop the brand identity by using
kapferer brand identity prism analysis through Integrated Marketing Communication. This
research uses quantitative method to analyze whether the brand identity of Animal Days is in
accordance with the market or not by using questionnaire. From the result, Animal Days has to
evaluate the brand identity on several factors.
This research uses Integrated Marketing Communication (advertising, sales promotion, event
& experience, public relations, direct marketing, word of mouth) to develop brand identity of
Animal Days. In order for this strategy can be realized, this research also creates an
implementation plan in the form of a time line so that the plans that have been made can be
more focused. |
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