INTEGRATED MARKETING COMMUNICATION TO DEVELOP BRAND IDENTITY IN FASHION BUSINESS CASE STUDY: ANIMAL DAYS

• Main Author: Krisna Putra, Angga
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53672
• Institution: Institut Teknologi Bandung

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.