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All Journal Nirmana ANDHARUPA Visualita : Jurnal Online Desain Komunikasi Visual Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Jurnal Desain Komunikasi Visual Nirmana
Cindy muljosumarto
Uk Petra
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Other

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Pemetaan Strategi Komunikasi Brand Produk Hair Tonic di Indonesia Arly, Rachel; Muljosumarto, Cindy; Sylvia, Merry
Visualita Jurnal Online Desain Komunikasi Visual Vol 14 No 1 (2025): Oktober 2025
Publisher : Universitas Komputer Indonesia

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Abstract

Hair tonic is one of the products developed to help with hair care. Unfortunately, the marketing of this product is mixed. The brand communication strategy between categories is difficult to distinguish, making the information, product content, uniqueness, and targets of the brand mixed and less recognized by consumers. Therefore, an analysis of consumer insight, character, preferences, and communication was carried out, along with mapping of brand communication strategies by using a qualitative descriptive comparative method. Interview and observation were conducted to gather data to prove product categories based on content, then compared with consumer communication as a benchmark for brand communication strategy success. This study aims to provide assistance in the form of a guideline for other brands that have similar categories and objectives in implementing the right brand communication strategy in running the brand, educating consumers regarding product functions and content, and solving consumer problems. In the end, this study proves that the brand category is successful and in accordance with the brand communication strategy.
Co-Authors Ani Wijayanti Anthony Prayitno Arly, Rachel Chandra, Arlin Eka Daniel Kurniawan Salamoon Deddi Duto H Deddi Duto Hartanto Elang Cakra Rajasa Ellen Zerlina Wibisono, Ellen Zerlina Gabriella Joseline Widyasayogo Janice Aurellia Prajogo, Janice Aurellia Jefri Angkawijaya, Jefri Johan Steven Wijaya, Johan Steven Khosasi, Lita Kwan, Jessica Claudia Maria Nala Damajanti Maria Nala Damajanti Meisalonica, Catalina Virginia Merry Sylvia Mochtar, Shania Caroline Musanta, Melvin Olvia, Vanny Perry Christian, Perry Rahardja, Tania Periskila Rebecca Nyoto, Rebecca Salim, Felita Adi Setia Rakasiwi, Setia Sheila Abigail Sinatrya Dharaka Sukamto, Laurentia Jeanne Suyanti, Yesica Tanaka, Hanny Danawati Vienna, Elissa Virginia Amethysa Hindoyo Wanda Wijaya Wilona Kaolika Winoto, Wilona Kaolika Yesica Suyanti YUNGMANTARA Gunawan, YUNGMANTARA Yusuf, Vanessa