Abstract

<p><em>In past research, </em><em>branding strategy application in </em><em>the creative industry has been left largely unexplored. This study aims to investigate the types of </em><em>branding strategy elements perceived as the distinctiveness of West Java in fashion products of the creative industry. </em><em>Th</em><em>is</em><em> study </em><em>is a cross-sectional study using</em><em> survey method, which </em><em>i</em><em>s designed to </em><em>describe the frequency of customer perceptions of branding strategy elements such as products design, marketing communicationtools and physical environment. The data used in this study is primary and secondary data. The primary data is obtained from the results of observations, interviews and survey using questionnaires. The respondents of the study are the customers of fashion products in the creative industry who have been living in West Java at lest for two years. The study concludes that there are some critial points in building West Java brand through several branding strategy elements that need more attention such as (i) the performance of blogs and websites as marketing promotional tools used by companies in the creative industry is perceived low (37%); (ii) most of the fashion products marketed by companies in the creative industry are perceived similar and not unique (57%); (iii) the logo of the fashion products sold in the market by creative industry players is perceived not attractive (37%) and; the places where the fashion products are sold are perceived not clean (46%).</em></p><strong><em>Keywords: </em></strong><em>Branding Strategy, Fashion Products, Creative Industry</em>

Highlights

  • The development of creative industries in West Java, which consists of twenty-seven cities and districts, is very interesting to be studied

  • Results of study of Creative Economy Initiation Team of West Java Province 2011, along with the Local Government Planning Agency of West Java, wherein the author is involved as the Team Leader, show that the creative industries of West Java have a major weakness, that is the brands of the products have not been registered (81%)

  • This research aims to investigate how the consumers of fashion products in the creative industry in West Java perceive the branding strategy applied by small medium enterprises (SMEs)

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Summary

Introduction

The development of creative industries in West Java, which consists of twenty-seven cities and districts, is very interesting to be studied. West Java Provincial Government has been an initiator of the creative industry in Indonesia by giving birth to an organization called the Committee of West Java Creative Economic Development in 2011. This organization has a role to develop the quantity and quality of creative economy. Referring to the Presidential Instruction of the Republic of Indonesia Number 6 of 2009, the creative industry consists of: Advertising (creation and production of advertisement); Architecture (Township, Gardening, etc.); Art and Antiques Market; Craft; Design (interior, exterior, graphics); Fashion; Movies, AFEBI Management and Business Review (AMBR) Vol.. Referring to the Presidential Instruction of the Republic of Indonesia Number 6 of 2009, the creative industry consists of: Advertising (creation and production of advertisement); Architecture (Township, Gardening, etc.); Art and Antiques Market; Craft; Design (interior, exterior, graphics); Fashion; Movies, AFEBI Management and Business Review (AMBR) Vol. No.02, December 2017

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