REFLECTION OF NOORE SPORT'S BRAND PERSONALITYAS MODEST ACTIVEWEAR BRAND
The increasing demand for Muslim sportswear or modest activewear has led to competition between brands. It takes a special strategy for brands to stand out among consumers. Noore Sport, which has a reputation as a modest activewear brand, conducts rebranding activities that are expected to produc...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/84240 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The increasing demand for Muslim sportswear or modest activewear has led to
competition between brands. It takes a special strategy for brands to stand out
among consumers. Noore Sport, which has a reputation as a modest activewear
brand, conducts rebranding activities that are expected to produce a strong brand
character to emphasize their brand positioning among market saturation. To that
end, establishing a brand personality is a common strategy. Brand personality can
be seen from the brand image contained in the brand elements included in the brand
identity. It is then further associated with the personification of a brand where
visible characteristics or human traits are associated with the brand. From the
various brand identity elements used as research material, it was found that there
was an inconsistency between the image and message to be conveyed by one brand
element to another.
The question arises for Noore Sport as a brand that is closely related to the image
of modest, of how the concept and character of modest is reflected in their brand
identity. This research will be conducted using a qualitative approach to analyze
the meaning of Noore Sport's brand identity and how the meaning is formed in their
brand personality as a modest activewear brand.
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