1 ANALYSIS OF BRAND IDENTITY STRATEGY TOWARD BRAND AWARENESS IN KIDS FASHION BRAND FINAL PROJECT By KEVIN CINDI PRASETYAWAN 19215042 Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung 2018 i Teruntuk Ayah dan Bunda... Who gave me the freedom to express creative ideas and to act on them, also always believing me in every condition. ii ANALYSIS OF BRAND IDENTITY STRATEGY TOWARD BRAND AWARENESS IN KIDS FASHION BRAND KEVIN CINDI PRASETYAWAN 19215042 Graduation Date: October 20 th , 2018 Supervisor: Amilia Wulansari, S.Si., M.Si. Bachelor of Entrepreneurship Program Institut Teknologi Bandung ABSTRACT The market for children's clothing is currently worth $1.4 billion and its value is forecast to grow 8% by 2021, to $34 million. This signifies a lot of new people in business children's clothing and competition can be more competitive. To anticipate it, there is a marketing strategy that can be used to differentiating and compete with the similar business it is using brand identity strategy. In doing a business, branding means much more than just giving a brand name, it’s an important thing in business to get to know customers and to make the right first impression. Branding is a disciplined process used to build awareness and extend customer loyalty. Brand awareness is important for business because it doesn’t only attract customers for the first time, but also make them to constantly try to buy. Based on the explanation before the aims of this research is to determine the factor that significantly affects brand identity in kid’s fashion brand and to determine the best strategy to build brand awareness in Kirakuna’s brand. This research uses the qualitative research method to explore the objective of the research. This research supported by in-depth interviews because it makes the researcher be more flexible to probe the respondent in answering the questions. The method to analyze this research conducted using the descriptive analysis and coding to analyze the results of an interview. The output of this study shows that when doing branding especially in kids fashion brand in term of brand identity should approach fun, easy to understand and easy to remember. To build strong brand awareness in kids fashion brand the important thing is creating a good product from good quality material because the top of mind target market in kids fashion brand more pay attention in quality of the product than the branding itself. Keywords: branding, brand awareness, brand identity, kids fashion iii ANALISA TENTANG STRATEGI IDENTITAS MEREK TERHADAP KESADARAN MEREK PADA MEREK BAJU ANAK KEVIN CINDI PRASETYAWAN 19215042 Tanggal Wisuda: 20 Oktober 2018 Dosen Pembimbing: Amilia Wulansari, S.Si., M.Si. Program Sarjana Kewirausahaan Institut Teknologi Bandung ABSTRAK Pasar untuk pakaian anak-anak saat ini bernilai $1,4 miliar dan nilainya diperkirakan akan tumbuh dan meningkat 8% pada tahun 2021, menjadi $34 juta. Ini menandakan banyak pembisnis baru dalam bisnis pakaian anak-anak dan persaingan bisa lebih kompetitif. Untuk mengantisipasi hal tersebut, terdapat strategi pemasaran yang dapat digunakan untuk membedakan dan bersaing dengan bisnis serupa yaitu menggunakan strategi identitas merek. Dalam melakukan bisnis, pencitraan merek berarti lebih dari sekadar memberi nama merek, itu adalah hal yang penting dalam bisnis untuk mengenal pelanggan dan membuat kesan pertama yang benar. Pencitraan merek adalah proses disiplin yang digunakan untuk membangun kesadaran dan memperluas kesetiaan pelanggan. Kesadaran merek penting untuk bisnis karena tidak hanya menarik pelanggan untuk pertama kalinya, tetapi juga membuat mereka terus mencoba membeli. Berdasarkan penjelasan sebelum tujuan penelitian ini adalah untuk menentukan faktor yang secara signifikan mempengaruhi identitas merek di merek fashion anak-anak dan untuk menentukan strategi terbaik untuk membangun kesadaran merek dalam merek Kirakuna. Penelitian ini menggunakan metode penelitian kualitatif untuk mengeksplorasi tujuan penelitian. Penelitian ini didukung oleh wawancara mendalam karena membuat peneliti lebih fleksibel untuk menyelidiki responden dalam menjawab pertanyaan. Metode untuk menganalisis penelitian ini dilakukan dengan menggunakan analisis deskriptif dan coding untuk menganalisis hasil wawancara. Hasil dari penelitian ini menunjukkan bahwa ketika melakukan branding terutama pada merek fashion anak-anak dalam hal identitas merek harus menggunakan pendekatan kesenangan, mudah dimengerti dan mudah diingat. Untuk membangun kesadaran merek yang kuat pada merek-merek fashion anak- anak, yang terpenting adalah menciptakan produk yang baik dari bahan berkualitas karena pasar yang menjadi sasaran utama dalam merek fashion anak-anak lebih memperhatikan kualitas produk daripada branding itu sendiri. Kata kunci: baju anak, identitas merek, kesadaran merek, pencitraan merek iv APPROVAL PAGE ANALYSIS OF BRAND IDENTITY STRATEGY TOWARD BRAND AWARENESS IN KIDS FASHION BRAND By: KEVIN CINDI PRASETYAWAN ID No: 19215042 A Final Project in Partial Fulfillment of the Requirement for the Degree of Bachelor of Entrepreneurship Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung August 23 rd , 2018 Approved By Amilia Wulansari, S.Si., M.Si. NIP. 115 110 009 v FOREWORD All the praises to Allah SWT for blessing and guidance, so I could finish this final project and graduates from Scholl of Business and Manajemen ITB as well. It has ups and downs phases in working this final project and I would not be able to finish it without helping, supports, and contributions from others. I wish to thank of people who supported me throughout the writing of this final project: 1. To Ayah Suladi, Ibu Indrawati, and Febiana Destin Tristanti as always my heroes, the truly home, for unconditionally loving, genuinely praying, supporting and motivating. 2. Ibu Musrianti family’s that always care about me from I’m still a baby and always support me in every aspect till finish my study in ITB. 3. Amilia Wulansari, S.Si, M.Si. as my guardian lecture, main lecture in entrepreneurship class and greatest supervisor, for giving me feedback, knowledge, precious discussion, and valuable guidance to finish this research. 4. Nabila Tsabitha and Izky Keukeu Gustine as the member of Kirakuna that the begin journey of this entrepreneur life. 5. Novika Chandra Bhakti, Rizka Apriliana, Aulia Nisfulaili, Zeni Rahayu, Dimas Rexy, and Raudina Rahmi as my partner in crime to make my life be better and momentarily release stress. 6. Dimas Bagus Bimantara, Indra Kurniawan and R. Ipik Veradiba Carine Fitriana to support finished my final project and give a feedback about my topic. 7. OSIS SMANGAT as the begin journey in my life, to teach me how to be a real man and survive in real life. Gamatra, Satoe Indonesia, Kesenatoran Team and Ekspedisi Nusantara Jaya as companions and new families in my college life, for bringing beautiful memories and precious experiences. I hope this research could be very beneficial for everyone who read this report, particularly people who have similar interest in this topic.