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All Journal Jobmark: Journal of Branding and Marketing Communication
Nasution , Asri Annisa
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Brandmorphosis Analysis of Teh Botol Sosro Nasution , Asri Annisa; Sulihtyaningrum , Eli; Dewayani, Rahma Dita
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.393

Abstract

This article analyses the Brandmorphosis™ of Teh Botol Sosro, a packaged tea beverage product. The approach used is Brandmorphosis™ analysis, which focuses on the brand's journey, evolution, and metamorphotic narrative. The Brandmorphosis™ analysis emphasizes understanding the brand's journey through significant moments. Using archival and artefactual studies, the results of the analysis show that in Brandmorphosis™ Narrative Analysis (BNA), Brandmorphosis™ Transformative Analysis (BTA), and Brandmorphosis™ Retrospective Analysis (BRA), consistent values, product authenticity, and strategic positioning were identified as critical factors in Teh Botol Sosro's success. The lessons learned from this biographical lens of Teh Botol Sosro include the significance of maintaining consistent brand values, adapting to changing market demands, fostering social engagement, and leveraging historical moments for future growth and success.
Co-Authors Dewayani, Rahma Dita Sulihtyaningrum , Eli