Zada, Grissa Gaviota (2026) Analisis Isi Brand Identity Viva Cosmetics di Instagram Sebagai Legendary Local Brand. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Social media has become an important medium for companies to build and communicate Brand Identity to consumers. Instagram, as a visual-based platform, enables brands to present various representations of their identity through the content shared with audiences. Viva Cosmetics, as one of the local cosmetic brands that has long been present in Indonesia, utilizes Instagram to maintain its existence amid the increasingly competitive beauty industry. This study aims to analyze how the Brand Identity of Viva Cosmetics is represented through Instagram content on the @viva.cosmetics account as a Legendary Local Brand. This research employs a qualitative approach using content analysis to examine Viva Cosmetics’ Instagram posts from January to June 2025. The analysis is conducted using the Brand Identity Prism framework proposed by Kapferer, which consists of six dimensions of Brand Identity: Physique, Personality, Culture, Relationship, Reflection, and self-image. The results show that Viva Cosmetics’ Brand Identity is represented through various visual elements and communication messages in its Instagram content. The Physique dimension appears dominantly through the display of products, packaging, and product benefits highlighted in the visual content. The Personality dimension is reflected in the casual communication style that aligns with the characteristics of social media. The Relationship dimension is shown through the brand’s efforts to build closeness with audiences through communicative and informative captions. Meanwhile, the Reflection dimension represents consumers as women who practice simple and practical self-care, while the self-image dimension portrays consumers as confident individuals who feel comfortable with their appearance. Overall, Viva Cosmetics’ Instagram content not only functions as a medium for product promotion but also as a means of building and maintaining its Brand Identity as a legendary local cosmetic brand that remains close and relevant to consumers.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.27 Business Forecasting H Social Sciences > HF Commerce P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media P Language and Literature > P Philology. Linguistics > P93.5 Visual Communication |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Grissa Gaviota Zada | ||||||||
| Date Deposited: | 21 May 2026 08:27 | ||||||||
| Last Modified: | 21 May 2026 08:46 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52058 |
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