PROPOSED EMOTIONAL BRANDING STRATEGY TO INCREASE CUSTOMER LOYALTY THE CASE OF SABAGYA FASHION BRAND

• Main Author: Aliya Raina, Raden
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63670
• Institution: Institut Teknologi Bandung

In today's marketing world, brands are the most important thing in building a business. A brand can be conceptualized as an identity for goods or services. The presence of a brand must be supported by processes that can make the brand have an existence in the market, the process is called branding. The fashion sector is one of the many sectors that have to struggle to differentiate themselves from other fashion brands on the market. In this highly competitive market, a branding strategy is needed to make customers recognize and be loyal to a particular brand. One way that can be done is to carry out a branding strategy using an emotional branding approach to engage customers and build an emotional relationship between brands and customers. This study aims to create a branding strategy for the Sabagya fashion brand using an emotional branding approach. Sabagya is a fashion brand that already exists in the market and is at the product-market fit stage where Sabagya has succeeded in identifying the target market and presenting the right products to customers. This study uses quantitative and qualitative methods where quantitative methods are carried out by distributing questionnaires to customers to measure Customer Satisfaction Score and Net Promoter Score. The questionnaire results are also used as data to conduct a brand audit and identify brand equity. Furthermore, to validate the questionnaire results, research was conducted using qualitative methods by conducting a Focus Group Discussion involving Sabagya customers to find out their perceptions and motivations in greater depth towards the Sabagya brand. After conducting the research, it was found that the problem that occurred to Sabagya was the lack of branding activity so that the values, identities, and strategies that had been conveyed so far had not been fully conveyed to customers. After identifying the problem, this research is continued by creating a framework of emotional branding based on market trends, including consumer experience, authentic self, warm glow, and co-creation. From this framework, what Sabagya can do is create a positive and authentic consumer experience through the campaign that will be designed. So based on this framework, Sabagya's emotional branding strategy will be through sensory branding, storytelling, cause branding, and empowerment. This strategy will be implemented in 4 ways, namely loyalty programs through consumers experience optimization, optimizing content for Instagram and writing blogs related to the Sabagya brand on the website, creating campaigns and collaborating with fashion content creators, and finally promoting the empowerment campaign "Simply Creative" by collaborating with micro-influencers. This study only discusses how the Sabagya brand designs a branding strategy using an emotional branding approach based on market trends aligned with customer desires. Therefore, the recommendation for further research is to research how the results and the impact produced by a brand when they implement a branding strategy using an emotional branding approach.