Strategi Branding Saint Barkley dalam Instagram

Abstract

Abstract. In this day and age the development in the world of fashion is growing rapidly, this triggers people racing to create or build a brand engaged in fashion, which starts from the brand of clothes, pants to shoes. So from that many fashion brands have sprung up, even creating its own characteristics in the minds of fashion connoisseurs. Saint Barkley is one of the fashion brands engaged in shoes, which appeared in the city of Bandung, Indonesia. Saint Barkley certainly has a strategy to introduce and build its brand, namely by using social media, namely Instagram. The purpose of this study is to find out Saint Barkley's strategy on Instagram. Clearly that is to know Saint Barkley's steps in brand positioning, brand identity, brand personality on Instagram. This research method is a qualitative research that emphasizes a deep understanding of a particular problem. And use more analysis and emphasize the meaning process. The results of this study indicate that the steps taken by Saint Barkley through brand positioning, identity, and personality to build and introduce their brands by creating different content contents on the Instagram account of Saint Barkley, the uniqueness of the existing methods in Instagram Saint Barkley brand in the form of content such as visuals or graphics on Instagram.