Perancangan Strategi Branding Stationery “Tifiti” untuk Mendukung Produktivitas

Authors

  • Sheila Abigail Program Studi Desain Komunikasi Visual, Fakultas Humaniora dan Industri Kreatif, Universitas Kristen Petra
  • Cindy Muljosumarto Program Studi Desain Komunikasi Visual, Fakultas Humaniora dan Industri Kreatif, Universitas Kristen Petra

:

https://doi.org/10.9744/nirmana.23.1.1-8

Keywords:

produktivitas, stationery, stimulus, brand strategy, brand experience

Abstract

Produktivitas merupakan kemampuan untuk mengelola sumber daya untuk menghasilkan sesuatu. Sayangnya, tingkat produktivitas di Indonesia terhitung cukup rendah. Bahkan, sebagian besar pekerja yang sudah memiliki latar belakang produktif kerap kali mengalami penurunan karena faktor kebosanan. Perancangan ini bertujuan untuk menciptakan stimulus yang mendukung produktivitas berupa stationery. Brand stationery ini dirancang dengan strategi yang berfokus pada brand experience. Perancangan ini menggunakan metode analisis kualitatif deskriptif. Adapun tahapannya yaitu, melakukan wawancara dengan stakeholder, consumer persona untuk mendapatkan consumer insight, dan SWOT kompetitor. Dengan landasan tersebut akan ditemukan brand essence dan brand positioning untuk menjadi landasan terbentuknya brand strategy.

References

Aaker, D. A. (1996). Building strong brands. Free Press.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty. Journal of Marketing.

Brand Glossary: Marketing & Strategy Insights. (n.d.). Martin Roll. Retrieved June 8, 2022, from https://martinroll. com/resource/brand-glossary/

Brown, Tim. (2009). Change by design. Australia: HarperCollins Publishers.

Clear, J. (2018). Atomic Habits: An easy & proven way to build good habits & break bad ones. Penguin Publishing Group.

Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016, May 9). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management. 10.1080/0267257X.2016.1150322

Giddens, A. (1991). Modernity and self-identity. Self and society in the late modern age. Cambridge, UK: Polity Press.

Goldman, R. (2020, April 26). The importance of maintaining structure and routine during stressful times. Verywell Mind. Retrieved May 30, 2022, from https://www.verywellmind.com/the-importance-of-keeping-a-routine-during-stressful-times-4802638

Jones, C. (2022). UK Stationery Sector Forefronts Self-Expression Rather Than Utility. HKTDC Research. Retrieved May 25, 2022.

Kasilo, D. (2008). Komunikasi cinta: Menembus G-spot konsumen Indonesia. Kepustakaan Populer Gramedia.

Kotler, P., & Keller, K. (2009). Manajemen pemasaran (12th ed., Vol. 2). PT Indeks: Jakarta.

Mangal, S. K. (2013). General psychology. Sterling Publishers Private Limited.

McLachlan, S. (2021, November 9). How to create a buyer persona (free buyer/audience persona template). Hootsuite Blog. Retrieved May 25, 2022, from https://blog.hootsuite.com/buyer-persona/

Mootee, I. (2013). 60-Minute brand strategist: The essential brand book for marketing professionals. Wiley.

Schmitt, B. (2009, June 16). The concept of brand experience. Journal of Brand Management. https://doi.org/10.1057/ bm.2009.5

Schmidt, C. (2020, December 24). The incredible potential of a brand manifesto done right. Canto. Retrieved June 8, 2022, from https://www.canto.com/blog/brand-manifesto/

Tate, C., Pinjuh, M., Libby, K., Ditmeyer, A., & Entis, L. (2015). The 4 Types of Productivity Styles. Adobe 99U. Retrieved May 25, 2022, from https://99u.adobe.com/ articles/42643/the-4-types-of-productivity-styles

Downloads

Published

2023-02-02

Issue

Vol. 23 No. 1 (2023): JANUARY 2023

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.\
    2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).