Forming brand identity and promotion strategy of creative industry in Indonesia

Abstract

Indonesia creative industry has been occupying a position the 4th from 10 economic sectors in the category of the work force in 2012. Creative industry contributed IDR 11,799,568 its people or 10.65% in the total workforce to national 110,808,154 people. The significant growth and contribution of creative industry toward Indonesia economic and employment as shown, and expectation that there will be more people interested in opening a business in the creative industries and further expand employment, therefore, it is important to determine what is actually happening on the smallest sector of creative industry, the economic practitioners and how they run the business. This studies intends to determine the brand identity and promotion strategy of the top 3 creative industries sector in Indonesia; culinary, fashion and craft. At the end of study, it explained four significant factor to develop brand identity and promotion strategy based on the study results. The research may have significant in forming successful brand identity and promotion strategy in creative industry.