REFLECTION OF NOORE SPORT'S BRAND PERSONALITYAS MODEST ACTIVEWEAR BRAND

• Main Author: Amalina, Sabila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84240
• Institution: Institut Teknologi Bandung

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.