The Implementation of Brand Element Strategic in Marketing Communication on Local Small-Medium Business in West Sumatra

Tuti Widiastuti

Abstract


In this study the authors want to provide an overview of the local small business brands that use brand strategy element in developing its business. This research has a focus of research on Kapuyuak brand which is a local brand originating from Bukittinggi West Sumatra. The thing studied is the attribute used by the Kapuyuak brand so that the public has a perception and become loyal to the brand. This study uses qualitative methods to obtain more in-depth information about the strategies used from Kapuyuak and its customers. The results show that Kapuyuak has the power to identify the value of the brand based on the insight of consumers and market insight. In communicating its brand Kapuyuak uses internet and social media in distributing its value.

Keywords


brand element, marketing communication, Small and Medium Enterprises, Kapuyuak

Full Text:

PDF

References


Aaker, J., Brumbaugh, A., & Grier, S. (2000). The Impact of Target Marketing on Advertising. New York: Prentice.

Berto, Agustinus Rusdianto. (2018). The Capitalization of Backpacking Tourism Culture in Indonesian Films. Jurnal Komunikasi ISKI, Vol. 03 (01), 2018. 1-11. http://dx.doi.org/10.25008/jkiski.v3i1.143.

Colucci, M., Montaguti, E., & Lago, U. (2008). Managing Brand Extension via Licensing: An Investigation into the High-end Fashion Industry. International Journal of Research in Marketing, 25(2), 129- 137.

Henderson, P. W., Cote, J. A., Leong, S. M., & Schmitt, B. (2003). Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength. International Journal of Research in Marketing, 20(4), 297-313.

Keller, Kevin. (2013). Strategic Brand Managemen: Choosing Brand Elements to Build Brand Equity. England: Pearson Education Limited.

Lee, Y. H., and Ang, K.S. (2003). Brand Name Suggestiveness: A Chinese Language Perspective. International Journal of Research in Marketing, 20(4), 323-335.

Moleong, Lexy J. (2007). Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya Offset.

Newman, I., and Benz, C. R. (1998). Qualitative Research Methodology Quantitative Exploring the Interactive Continuum. Carbondale and Edwardsviell: Southern Illinois University Press.

Sujan, M., & Bettman, J.R. (1989). The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research. Journal of Marketing Research, 26(4), 454-467.




DOI: https://doi.org/10.25008/jkiski.v4i1.235





Article Metrics:

Abstract Views - 115

PDF Downloads - 40



Refbacks

  • There are currently no refbacks.


Indexed by: 
Google Scholar  Mendeley     

Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Secretariat:
Jurnal Komunikasi: Ikatan Sarjana Komunikasi Indonesia (ISKI)
Wisma Antara, 2nd Floor
Jl. Merdeka Selatan No. 17, Central Jakarta 10110
Indonesia

Contact Person: Rajab Ritonga, Ph.D

Email                  : rajab.ritonga@dsn.moestopo.ac.id

Call/Whatsapp : +62811133471
View My Stats

Refbacks



Indexed by: 
Google Scholar  Mendeley     

Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Secretariat:
Jurnal Komunikasi: Ikatan Sarjana Komunikasi Indonesia (ISKI)
Wisma Antara, 2nd Floor
Jl. Merdeka Selatan No. 17, Central Jakarta 10110
Indonesia

Contact Person: Rajab Ritonga, Ph.D

Email                  : rajab.ritonga@dsn.moestopo.ac.id

Call/Whatsapp : +62811133471
View My Stats