BRANDING ACTIVATIONS IN BUILDING IMAGE REFLECTIONS OF SUSTAINABLE PRODUCT (CASE STUDY: BRAND SEJAUH MATA MEMANDANG)

• Main Author: Ramadhani, Ayuningtias
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84162
• Institution: Institut Teknologi Bandung

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.