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All Journal East Asian Journal of Multidisciplinary Research (EAJMR)
Winata, Karina Sanggraeini Kusuma
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

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Kapferer's Brand Identity Prism Analysis on Brand Stord to Increase Brand Awareness Winata, Karina Sanggraeini Kusuma; Adiwaty, Mei Retno
East Asian Journal of Multidisciplinary Research Vol. 3 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i7.10041

Abstract

This research aims to find out the extent of STORD brand identity development using Kapferer's brand identity prism method. The data used in this article is interview data and direct observation through Instagram. The result of this research are each dimension has a different implementation. the physical dimension is depicted in the logo and brand colour pallete, the personality is represented in the style of speech used in Instagram, the relationship is drawn in the CSR program, the culture is depicted in the vision and mission and brand values, the self-image is in the values that STORD always carries, the last reflection is developed through Instagram content. STORD needs to strengthen several dimensions through social media campaigns and content creation.
Co-Authors Mei Retno Adiwaty