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

How to Cite

Abigail, S., & Muljosumarto, C. . (2023). Perancangan Strategi Branding Stationery “Tifiti” untuk Mendukung Produktivitas. Jurnal Desain Komunikasi Visual Nirmana, 23(1), 1-8. https://doi.org/10.9744/nirmana.23.1.1-8

Issue

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

Section

Articles

License

  1. Jurnal Desain Komunikasi Visual Nirmana has the right of first publication while the author(s) retains copyright and the right to share and redistribute the work under a Creative Commons Attribution License. This license allows others to freely share and adapt the work, provided that they acknowledge the work's authorship and its initial publication in this journal.
  2. Upon publication, the author(s) agrees to the journal's terms of non-exclusive distribution, allowing the published version of the work to be used in other contexts (e.g., institutional repository or a book), with an acknowledgment of its initial publication in Jurnal Desain Komunikasi Visual Nirmana.
  3. The author(s) is also aware of the responsibility to obtain permission for the use of any copyrighted material from third parties as required by the journal.