BRANDING ACTIVATIONS IN BUILDING IMAGE REFLECTIONS OF SUSTAINABLE PRODUCT (CASE STUDY: BRAND SEJAUH MATA MEMANDANG)
The concept of sustainability has become an integral part of modern society's life, extending to the point that brands are used as an identity and lifestyle for their users. The development of the sustainable concept can also be seen in the development of brands that focus on sustainable val...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/84162 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The concept of sustainability has become an integral part of modern society's life,
extending to the point that brands are used as an identity and lifestyle for their
users. The development of the sustainable concept can also be seen in the
development of brands that focus on sustainable values. Through branding
activation as a part of the branding strategy, delivering sustainable messages can
show the brand with its sustainable concept. This research uses Sejauh Mata
Memandang brand as a case study to explore how branding activations that focus
on event activities can convey sustainable values. This research aims to understand
the implementation of the sustainable concept in branding Sejauh Mata
Memandang and how branding activation in the brand reflects the image of
sustainable products. Through an interpretive qualitative approach using semiotic
analysis to reveal the meaning and reflection of images and using content analysis
of sustainable aspects in branding activation to identify elements that form
sustainable branding. The results of this analysis can determine how sustainable
design reflects in brand activation and also can communicate sustainable values in
the brand. |
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