BRANDING PERPUSTAKAAN KEBUN RAYA BOGOR SEBAGAI STRATEGI MARKETING UNTUK LEBIH DIKENAL

Abstract

The superiority or uniqueness of the Bogor Botanical Gardens Library is that there is a complete collection of books about botanical gardens that other libraries do not have. The Botanical Gardens Library also stores antiquariat books from the 18th century. These books are very useful for tracing the history of the Bogor Botanical Gardens which is currently being submitted to UNESCO as a World Heritage Site (WHS). This can make the Bogor Botanical Gardens Library also known as a world library brand. The current brand is needed not only in trade competition, the library must also be able to put forward its advantages and uniqueness.The term branding comes from the word brand which means brand. So, what is branding that companies do in running their business? Branding is an image so that a product can attract and stick in the minds of consumers. You could say that branding can be interpreted as a form of company communication with targeted consumers.The main purpose of a branding is to introduce the company's brand. In addition, branding also aims to build a positive image and reputation of the company so that it is always good in the eyes of consumers. The company's image can build consumer confidence in the company.Branding in the Bogor Botanical Gardens Library aims to be better known in the user community. Why? Because in the current era of information disclosure. The superiority or uniqueness of a library makes the library acceptable in the wider community and known in the world.