| dc.contributor |
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|
| dc.contributor |
|
|
| dc.creator |
Permatasari, Gianti Dewi |
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| dc.creator |
Triwardhani, Ike Junita |
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| dc.date |
2017-08-10 |
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| dc.date.accessioned |
2019-09-12T05:42:37Z |
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| dc.date.available |
2019-09-12T05:42:37Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7203 |
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| dc.identifier.uri |
http://hdl.handle.net/123456789/23956 |
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| 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. |
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| 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. |
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| dc.format |
application/pdf |
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| dc.language |
ind |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7203/pdf |
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| dc.rights |
Copyright (c) 2017 Prosiding Manajemen Komunikasi |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 455-461 |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 455-461 |
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| dc.source |
2460-6537 |
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| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
branding, co-branding, brand awareness, marketing communication |
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| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
branding, co-branding, kesadaran merek, komunikasi pemasaran |
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| dc.title |
The Co-branding Process of Micro, Small and Middle Enterprise to Build Brand Awareness |
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| dc.title |
Proses Co-Branding UMKM dalam Membangun Brand Awareness |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
Kualitatif |
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| dc.type |
Kualitatif |
|