Implementasi Total Branding dalam Perspektif Semiotika Pemasaran

  • Angelia Sampurna Program Studi Ilmu Komunikasi, Universitas Bunda Mulia
  • Monica Tandian Program Studi Ilmu Komunikasi, Universitas Bunda Mulia
  • Viviana Huang Program Studi Ilmu Komunikasi, Universitas Bunda Mulia
  • Ruth Florescia Simanjuntak Magister Ilmu Komunikasi, Program Pascasarjana Universitas Bunda Mulia
  • Rustono Farady Marta Magister Ilmu Komunikasi, Program Pascasarjana Universitas Bunda Mulia
DOI: https://doi.org/10.35814/coverage.v10i2.1384
Abstract views: 85 | PDF downloads: 144
Keywords: Kecap Bango, marketing semiotics, total branding

Abstract

The integrated marketing communication process creates positive relationships with consumers, stakeholders, suppliers, and distributors bringing profit through the delivery of carefully planned messages or strategies with integrated marketing objectives. This study aims to describe the implementation of total branding in the application of integrated marketing communication in a food brand, which is seen from many aspects such as brand identity, brand elements, suppliers, distributors, competitors, packaging, and others. The analysis offered by Laura R. Oswald in the semiotic marketing, where the signs, strategies and brand values ​​are interrelated with one another is implemented. The research method is exploratory case studies elaborated with marketing semiotics resting on a constructivism paradigm that thoroughly examines signs and the way they work and can convey meaning to all aspects of marketing activities carried out by Kecap Bango. The results of this study are Kecap Bango’s plan and carry out a through total branding that is in line with the target of the intended marketing.

Published
2020-03-29
How to Cite
Sampurna, A., Tandian, M., Huang, V., Florescia Simanjuntak, R., & Marta, R. F. (2020). Implementasi Total Branding dalam Perspektif Semiotika Pemasaran . CoverAge: Journal of Strategic Communication, 10(2), 59-73. https://doi.org/10.35814/coverage.v10i2.1384
Section
Articles