MENGUATKAN BRAND ASOSIASI SIDEWAY COFFEE & CREATIVE SPACE
Keywords:
Brand, Branding, Brand Association, Visual Identity, Marketing Communication, Brand Asosiasi, Identitas Visual, Komunikasi PemasaranAbstract
In the last 9 years, coffee café industry in Indonesia has experienced significant growth. Based Open Data Jabar data, in 2021 there were 259 coffee cafes in Bandung City, whereas in 2014 there was not a single coffee cafes. This growth influenced by several factors, such as the success of the film ‘Filosofi Kopi’, changes in people’s lifestyles in consuming coffee, as well as the culture of hanging out and daily productivity while having coffee. Although many coffee cafes have sprung up, there are still many coffee cafes that don’t pay attention to the quality of their branding, so that the coffee cafes is less known to the audience. This research aims to realise the importance of branding and communicating a brand to the audience, by taking the case study example of Sideway Coffee &
Creative Space, a café that offers a street-side hangout atmosphere since 20 November 2022. This research uses qualitative methods to obtain detailed data about the target audience and Sideway Coffee. The results showed that although this café provides satisfying facilities and experiences, such as comfortable places, fast internet networks, and unique coffee menus, this café still have experiences problem in building brand associations that cause it to be less known and not connected with the audience. This study recommends strengthening branding, especially in terms of brand association, through creating a visual identity and maximising Sideway Coffee & Creative Space’s digital marketing communication.
Keywords: Brand, Branding, Brand Association, Visual Identity, Marketing Communication
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