Wardayanti, Erna and , Palupi, S.Sos., M.A (2023) Strategi Branding Medjora Cafe Kemuning sebagai Cafe Etnik dan Eco Friendly. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Branding plays an important role in building a business brand so that it can be recognized by the general public. Every company has a branding strategy that is different according to the advantages and uniqueness that it has. By providing something different, unique and utilizing social media for promotion, of course it will be easy to develop a business. This research will focus on the branding strategy carried out by Medjora Café Kemuning. The purpose of this study is to find out, explain and describe how the branding process is carried out by Medjora Café Kemuning as an ethnic and eco friendly café to attract consumers. The theory used in this study is the theory of brand expression. The method used in this research is qualitative with a case study approach. In-depth interviews, documentation and observations were conducted to obtain research data. From this research, it resulted that in forming the branding of Medjora Café using brand positioning, brand identity and brand personality to build and strengthen the brand owned so that it is easily recognized and remembered by consumers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Branding, brand, strategy |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | ERNA WARDAYANTI |
| Date Deposited: | 01 Jul 2023 02:45 |
| Last Modified: | 01 Jul 2023 02:45 |
| URI: | http://eprints.ums.ac.id/id/eprint/113476 |
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