Strategi Brand Activation dalam Meningkatkan Corporate Branding di Garis Temu

Putri Nurul Azizah, Tresna Wiwitan

Abstract


Abstract. In surviving amid a very competitive market in the digital era, every brand must attract its customers with the right strategy. Brand activation can bring brands to life with interactive and persuasive communication also build relationships with customers that can form brand awareness and enhance corporate branding. These study aims are to look at the brand activation process carried out by Garis Temu on clients, the obstacles when doing brand activation, and the reasons for Garis Temu doing brand activation services to improve corporate branding.  The research method used is qualitative with a single holistic case study approach. Data collection techniques gathered the primary data from depth interviews, observation, documentation, and literature study. The results of this study indicate that Garis Temu has implemented the right strategy for its clients in carrying out brand activation on social media creatively and interestingly. In its implementation, the strategy carried out by Garis Temu goes through five stages, namely discovery, strategic development, creative development, delivery, and evaluation. Constraints in this activity include internal human resources, the objectivity of client brand activation, and competition with other companies. Brand activation service is one of the factors that enhances Garis Temu's corporate branding in the consumer benefits section, also have a good image and reputation in their public.

Keywords: Marketing communication, brand activation, corporate branding.

Abstrak. Dalam bertahan di tengah kompetitif pasar yang begitu ketat di era digital, setiap merek harus mampu memikat para pelanggannya dengan strategi yang tepat. Brand activation dapat menghidupkan merek dengan komunikasi yang interaktif dan persuasif serta membangun hubungan dengan pelanggan yang dapat membentuk brand awareness dan meningkatkan corporate branding. Penelitian ini bertujuan untuk mengetahui proses brand activation yang dilakukan Garis Temu pada klien, kendala saat melakukan brand activation, dan alasan Garis Temu mempunyai service brand activation sebagai upaya dalam meningkatkan corporate branding. Metode penelitian yang digunakan yaitu kualitatif dengan pendekatan studi kasus tunggal holistik. Teknik pengumpulan data pada penelitian ini dilakukan melalui wawancara mendalam, observasi, dokumentasi, dan studi kepustakaan. Hasil penelitian ini menunjukan bahwa Garis Temu telah melakukan strategi yang tepat bagi klien nya dalam melakukan brand activation di media sosial dengan cara yang kreatif dan menarik. Pada implementasinya, strategi yang dilakukan Garis Temu melalui lima tahapan yaitu discovery, strategic development, crative development, delivery, dan evaluation. Kendala pada kegiatan ini diantaranya SDM internal, objektivitas brand activation klien, dan persaingan dengan perusahaan lain. Service brand activation tersebut menjadi salah satu faktor yang meningkatkan corporate branding Garis Temu pada bagian consumer benefits, juga mendapatkan citra dan reputasi yang baik di mata publiknya.

Kata Kunci: Komunikasi pemasaran, brand activation, corporate branding.


Keywords


Komunikasi pemasaran, brand activation, corporate branding.

Full Text:

PDF

References


Astuti, Santi Indra. 2017. Educating Youth Against Tobacco Advertising: A Media Literacy Approach for Reducing Indonesia’s Replacement Smokers, dalam MediaTor. Volume 10, No 1, Juni 2017 (hlm 65-74).

Balmer, John M. T., dan Edmund R. Gray. 2003. “Corporate Brands: What are they? What of them?” dalam European Journal of Marketing. Emerald. Volume 37 No 7/8, Tahun 2003 (hlm. 972-997).

Fill, Chris., dan Sarah Turnbull. 2016. Marketing Communications. United Kingdom: Pearson Education Limited.

Hatch, Mary Jo., dan Majken Schultz. 2008. Taking Brand Intiative (How Company Can Align Strategy, Culture, and Identity Through Corporate Branding). San Frasisco: Josses-Bass.

Iskandar, Gina Sonia. 2014. Analisis Penerapan Corporate Branding Pada PT. Bonli Cipta Sejahtera (BCS) Bandung. [Skripsi]. Fakultas Ilmu Sosial dan Ilmu Politik Jurusan Ilmu Administrasi Bisnis. Universitas Padjadjaran.

Keller, Kevin Lane. 2013. Strategic Brand Management (Building, Measuring and Managing Brand Equity). England: Pearson Education Limited.

Kriyantono, Rachmat. 2014. Teori Public Relations Perspektif Barat & Lokal: Aplikasi Penelitian dan Praktik. Jakarta: Kencana.

Mujib, Fathul., dan Tutik Saptiningsih. 2020. School Branding: Strategi di Era Disruptif. Jakarta: PT Bumi Aksara.

Palapah, Maya Amalia Oesman. 2020. Instagram Activation as a part of University Public Relations Social Media Orchestration, dalam MediaTor Volume 13 No 2, Desember 2020 (hlm 217-232).

Putra, Raditya Pratama., Indri Rachmawati., dan Yuristia Wira Cholifah. 2021. Digital Information Media of the Salman ITB Halal Center in improving Marketing Perfomance of Halal Lecture Program, dalam MediaTor. Volume 14, No 1, Juni 2021 (hlm. 42-53).

Ranaweera, D. P Nayanathara., dan Nisal Gunawadane. 2020. Experiential Brand Activation on Customer Brand Trust in Mobile Telecommunication Service of Sri Lanka (with special reference to Door to Door Promotions), dalam International Journal of Business and Management Invention (IJBMI). Volume 9, Issue 4 Ser II, April 2020 (hlm. 44-53).

Saeed, Rashid., et.al. 2015. Brand Activation: A Theoretical Perspective, dalam Journal of Marketing and Consumer Research. An International Peer-reviewed Journal. Volume 13, Tahun 2015 (hlm. 94-98).

Shimp, Terence A., dan J Craig Andrews. 2013. Advertising, Promotion, and Other Aspects of Integrated Marketing Communiaction. South Western USA: Cengage Learning.

Silviani, Irene. 2020. Public Relations Sebagai Solusi Komunikasi Krisis. Surabaya: PT. Scopindo Media Pustaka.

Wheeler, Alina. 2013. Designing Brand Identity. Canada: John Wiley & Sons, Inc, Hoboken, New Jersey.

Yin, Robert K. 2020. Studi Kasus Desain & Metode. Jakarta: PT RajaGrafindo Persada.

Yulianita, Neni. 2003. Dasar-Dasar Public Relations. Bandung: LPPM UNISBA.

Ramadhan, Muchammad Faisal, Rosyad, Udung Noor. (2021). Strategi Brading Kopi Kewadanan dalam Menghadapi Persaingan. Jurnal Riset Public Relation, 1(1). 15-21




DOI: http://dx.doi.org/10.29313/.v0i0.28719

Flag Counter