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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Mejuajua Indonesian Journal of Business Analytics (IJBA) Annals of Human Resource Management Research Jobmark: Journal of Branding and Marketing Communication Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
Sutianingsih
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : Jobmark: Journal of Branding and Marketing Communication

 1 
Classic Literature and Millennial Consumers: Branding Challenges for Balai Pustaka Sutianingsih
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.193

Abstract

Balai Pustaka's literacy branding strategy aims to foster Indonesian millennial’s reading interest in old classic literary works by carrying out various strategies ranging from brand awareness strategies, brand knowledge strategies, brand image strategies, brand experience strategies, brand loyalty strategies, and brand spirituality strategies. Using a descriptive case study method, this study found various literacy branding strategies for classic literary works carried out by Balai Pustaka, such as the existence of republish programs, adaptations, and TBM (community reading gardens) to media conversion through filmmaking. This research is helpful as a reference for researchers in literacy branding, which still needs to be explored.
Co-Authors Abdul Rochman Agustin Diah Nurbaiti Bekti Ismiah Dafiana, Erla Fera Valentina Giri Pamungkas Moh Faizin Prihantoro, Aris Prisella Putri Octaviyani Rini Handayani Siti Almaidah Slamet Riyadi Woro Sulistyorini