OPTIMALISASI PROGRAM BRANDING DAN AKTIVASI MEREK DI ERA DIGITAL

Faif Yusuf

Abstract


In this digital era, business environment has its more challenges. Product innovation is not enough anymore. Marketing communication process may not be relevant regarding  rapid changes in the dinamic environment. In order to maintain its corporate image dan company’s merekportfolio, company has to do something creative in all aspec of its public relation and branding activities. People have more choice than ever. They can get the products anywhere and can compare products and services down to the minute details. This requires a more intelligent manner of communication by companies.Brand activation is one of the important activities in the branding process. A successfull brand activation should have deep impact to consumer’s life to boost sales and corporate revenue.

 

Key words : branding, brand activation, public relations

Full Text:

PDF

References


Alberts, Paul G., 2009, What is Brand Activation? [http://www.brandactivation.nl/en/theory] (Accesed 21 Februari 2017).

Amin, Shehzad. 2011. Brand Activation Model [Makalah]. Islamabad: Macro Management System.

Delamar, Robert. 2000. Post-Modernism, Electronic Consciousness and Humanness.[ http://www.spark-online.com/march00/discourse/delamar.html]. (Accessed 20 Februari 2017).

Klein, R.M. 2000. Inhibition of Return. Trends in Cognitive Sciences. Vol.4. p. 138-146.

Morel, P., Preisler, P. dan Nystrom, A. 2002. Brand Activation [Makalah]. Stockholm: Starsky Insight.

Pudjiastuti, Wahyuni. 2010. Special Event. Jakarta: Elex Media Komputindo.

Shimp, T. A. 2003. Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu. Edisi Bahasa Indonesia, jilid 1, edisi 5. Jakarta: Erlangga.

Siregar, Denny. 2011. Out of Home dan Brand Activation. [http://www.p3i-pusat.com/berita/214-out-of-home-dan-brand-activation].

Wallace, Steve. 2012. Brand Activation: Bringing Brands to Life!. [http://www.brandactivation.ca/brand-actvationtrade.html ].

(Accessed 24 Februari 2017).

Wulandari, Dwi. 2016. Enam Cara agar Social Media Mampu Menjadi Customer Experience Channel. [http://mix.co.id/public-relations/tips-public-relations]. (Accesed 24 Februari 2017)

http://www.ima314.com/digital-brand-activation/. (Accesed 24 Februari 2017)

http://mix.co.id/mix-magazine/brand-activation-di-era-digital. (Accesed 24 Februari 2017)

https://www.forbes.com/sites/danielnewman/#4e6086c51663 . (Accesed 25 Februari 2017)




DOI: https://doi.org/10.31294/jkom.v7i1.2169

ISSN2579-3292

Dipublikasikan oleh LPPM Universitas Bina Sarana Informatika

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License