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The Co-branding Process of Micro, Small and Middle Enterprise to Build Brand Awareness

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dc.contributor
dc.contributor
dc.creator Permatasari, Gianti Dewi
dc.creator Triwardhani, Ike Junita
dc.date 2017-08-10
dc.date.accessioned 2019-09-12T05:42:37Z
dc.date.available 2019-09-12T05:42:37Z
dc.identifier http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7203
dc.identifier.uri http://hdl.handle.net/123456789/23956
dc.description SME’s in Bandung which are Esgotado and Zanana Chips keep growing and developing their brand, it leads them to initiate co-branding “Esgotado X Zanana” and launched backpack bags using banana pattern named Zanano Series for Indonesia market. Usually big brands who do this co-branding activity. But this time, Indonesian SME’s local brands are bold enough to do co-branding and it makes this phenomenon is interesting. Qualitative method has been chosen to finish this co-branding research. This research emphasizes to discover meaning within particular social phenomenon. Study case is an approach that used in this research. Co-branding variables in Indonesia are not familiar yet which make this research used qualitative methode to explore it. Intention to build brand awareness, additional revenue stream through brand royalti, and strengthen brand association are what drive co-branding . Identification of brand partner did by seeing market validity and similarity, revenue and brand partner experiences, brand equity, co-branding track record, and management’s goals and relationship between them. Firms have to consider who will take the responsibilities of each tasks based on their abilities, then consider each brand’s association put on the product, negotiate the profit and promote he product. Benefits of co-branding activity are market expansion, saving of acquisition cost, differentiation and brand association strengthen for Zanana chips.
dc.description UMKM di Bandung yaitu Esgotado dan Zanana Chips berinisiatif melakukan program co-branding bertajuk “Esgotado X Zanana” dengan mengeluarkan produk tas bermotif pisang bernama Zanano yang dipasarkan di seluruh Indonesia. Hal ini menjadi menarik karena biasanya brand besar yang melakukan kerjasama co-branding, namun kali brand Zanana Chips dan Esgotado yang hanya merupakan UMKM brand lokal Indonesia berani berinovasi melakukan kerjasama co-branding. Metode kualitatif dipilih untuk mengupas fenomena ini. Jenis penelitian ini lebih ditekankan untuk menggali makna yang tersimpan pada suatu fenomena sosial. Pendekatan yang digunakan sendiri adalah pendekatan studi kasus karena fenomena ini terjadi dalam batas waktu tertentu dan peneliti menekankan pada prosesnya serta karena variabel co-branding sendiri di Indonesia belum banyak diketahui. Tujuan co-branding ini dilakukan karena adanya keinginan untuk membangun kesadaran merek, uji coba arus pendapatan melalui royalti, serta penguatan asosiasi merek. Cara mengidentifikasi partner brand adalah dengan melihat validitas dan kesamaan pasar, omset dan umur brand partner, ekuitas merek, rekam jejak co-branding, serta hubungan dan tujuan antar manajemen. Perancangan produk co-branded dilakukan dengan pemilihan model dan pembagian tugas masing-masing perusahaan, lalu mempertimbangkan keterwakilan asosiasi merek induk pada produk, negosiasi keuntungan dan promosi produk.  Manfaat yang didapat dari co-branding ini adalah adanya perluasan pasar, penghematan biaya akuisisi, penguatan diferensiasi dan penguatan asosiasi merek Zanana Chips.
dc.format application/pdf
dc.language ind
dc.publisher Prosiding Manajemen Komunikasi
dc.publisher Prosiding Manajemen Komunikasi
dc.relation http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7203/pdf
dc.rights Copyright (c) 2017 Prosiding Manajemen Komunikasi
dc.source Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 455-461
dc.source Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 455-461
dc.source 2460-6537
dc.subject Manajemen Komunikasi
dc.subject branding, co-branding, brand awareness, marketing communication
dc.subject Manajemen Komunikasi
dc.subject branding, co-branding, kesadaran merek, komunikasi pemasaran
dc.title The Co-branding Process of Micro, Small and Middle Enterprise to Build Brand Awareness
dc.title Proses Co-Branding UMKM dalam Membangun Brand Awareness
dc.type info:eu-repo/semantics/article
dc.type info:eu-repo/semantics/publishedVersion
dc.type Peer-reviewed Article
dc.type Kualitatif
dc.type Kualitatif


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