STRATEGI BRANDING PRODUCTION HOUSE MUSI KREATIF INDONESIA DALAM MEMBANGUN BRAND AWARENESS DI KOTA PALEMBANG

AULIA, MUHAMMAD FHIRZA and Mahriani, Retna and Murti, Krisna (2020) STRATEGI BRANDING PRODUCTION HOUSE MUSI KREATIF INDONESIA DALAM MEMBANGUN BRAND AWARENESS DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research entitled Branding Strategy of Musi Kreatif Indonesia as Production House in Brand Awareness Building In Palembang. This study aims to determine the branding strategy carried out by Musi Kreatif Indonesia (as the only production house in Palembang that has succeeded in attracting several well-known companies and even capital city artists to use their services) in building brand awareness to their clients. In this study, researchers used the Doctrin Brand Strategy theory coined by Duane E. Knapp using qualitative methods and descriptive data types. Data collection techniques using in-depth interviews, observation, and documentation. The results of this study indicate that MKI has carried out the brand assessment maximally because it has fulfilled 4 out of 5 indicators in the brand assessment dimension. MKI has communicated their brand promise well and in accordance with the theory, through brochures distributed to various companies in Palembang. MKI has not included a byline, tagline, and brand history in all the marketing media they do, which has caused a misperception of potential clients about their business category. MKI cultivates the brand by emphasizing to the crew and their partners the efficiency and attitude of the crew in serving clients and this has proven successful in making clients satisfied. Then MKI has not maximally done a brand advantage because it has not formulated a future brand and formed their private brand.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategi Branding, Brand Awareness, Doktrin Brand Strategy, Production House, Musi Kreatif Indonesia
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising S Agriculture > SF Animal culture > SF101-103.5 Brands and branding, and other means of identifying
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 10593 not found.
Date Deposited:	01 Feb 2021 08:04
Last Modified:	01 Feb 2021 08:04
URI:	http://repository.unsri.ac.id/id/eprint/41653

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