Fadilah, Rindy Nur (2023) PERANCANGAN BRANDING RUMAH BATIK SEKAR ARUM DI MOJOKERTO UNTUK MENINGKATKAN BRAND AWARENESS. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
Mojokerto is one of the cities in East Java that has a rapidly growing batik industry. Mojokerto batik can be distinguished from other regional batik with motifs derived from the reign of the Majapahit Kingdom. But when compared to another regional batik n East Java, Mojokerto batik is less popular. This is due to many batik production houses underestimating the importance of branding and building their image. Sekar Arum is one of the batik production houses that has many obstaclesin developing its brand, which results in low brand awareness among the public. This is due to the absence of a strong visual identity. This design uses qualitative and qualitative data collection methods obtained through interviews, observations, and questionnaires. Meanwhile, for secondary data through several sources such as journals, scientific articles, books and websites. So that this design will later be made based on the data obtained by adjusting the target audience aged 21-35 years. The analysis technique used is descriptive analysis that produces a design concept with the keyword "sago hati pesona Majapahit" which is used as a design reference. The results of the data analysis can be concluded that the visual identity designed can represent the brand image of Sekar Arum by highlighting its characteristics related to Majapahit elements. So that Sekar Arum batik can be used as a souvenir or premium souvenir typical of Mojokerto. Brand image can be formed through a characterful visual identity listed on the branding media of Sekar Arum so that the wider community can easily recognize and distinguish the Sekar Arum brand from other brands. The implementation of media branding required by Sekar Arum is in the form of logos, promotional media, company attributes, merchendise, and packaging. The hope of this design is to increase brand awareness or Sekar Arum brand awareness in the minds of the public through branding by building a brand image and a distinctive image.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > NE Print media N Fine Arts > NK Decorative arts Applied arts Decoration and ornament |
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| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Rindy Nur Fadilah | ||||||||||||
| Date Deposited: | 07 Jun 2023 04:24 | ||||||||||||
| Last Modified: | 07 Jun 2023 04:24 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/14674 |
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