ANALYSIS OF BRAND IDENTITY STRATEGY TOWARD BRAND AWARENESS IN KIDS FASHION BRAND

• Main Author: Cindi Prasetyawan, Kevin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80520
• Institution: Institut Teknologi Bandung

The market for children's clothing is currently worth $1.4 billion and its value is forecast to grow 8% by 2021, to $34 million. This signifies a lot of new people in business children's clothing and competition can be more competitive. To anticipate it, there is a marketing strategy that can be used to differentiating and compete with the similar business it is using brand identity strategy. In doing a business, branding means much more than just giving a brand name, it’s an important thing in business to get to know customers and to make the right first impression. Branding is a disciplined process used to build awareness and extend customer loyalty. Brand awareness is important for business because it doesn’t only attract customers for the first time, but also make them to constantly try to buy. Based on the explanation before the aims of this research is to determine the factor that significantly affects brand identity in kid’s fashion brand and to determine the best strategy to build brand awareness in Kirakuna’s brand. This research uses the qualitative research method to explore the objective of the research. This research supported by in-depth interviews because it makes the researcher be more flexible to probe the respondent in answering the questions. The method to analyze this research conducted using the descriptive analysis and coding to analyze the results of an interview. The output of this study shows that when doing branding especially in kids fashion brand in term of brand identity should approach fun, easy to understand and easy to remember. To build strong brand awareness in kids fashion brand the important thing is creating a good product from good quality material because the top of mind target market in kids fashion brand more pay attention in quality of the product than the branding itself.