Wibowo, Hendra Dwi (2018) StrategiBrandingPublic RelationPT. Riau AndalanPulpandPaper (PT.RAPP) Dalam Memperkenalkan Batik Bono. Other thesis, Universitas Islam Riau.

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Abstract

Batik bono is one of the batik that has its own characteristics, batik bono is one of the batik that makes the object of tourism to be a motif on a cloth. Batik bono is a batik that produced traditionally and modern and has a distinctive color. Batik bono as a newly emerging motif of course be a challenge to RAPP until the batik can be known by the public. RAPP branding system is done by participating in the exhibition, whether it is local, provincial, or national exhibitions. In addition, branding is also done through social media including instagram and twier. Various efforts have been done by RAPP but in fact, just few people interest in batik bono, it can be seen from the amount of interest buyers of batik bono product. Therefore, this research is done to know the branding strategy that undertaken by PT. RAPP to introduce batik bonos.This research uses qualitative method by presenting descriptive analysis. Data were collected through observation, interviews, and documentation. The subjects of this study consisted of 6 people. The subjects were chosen using purposive sampling technique. To analyze the results of this study using interactive data analysis techniques. The results of this research indicate that done by PT.RAPP to introducing batik bono, Department uses BrandingPublic Relation Strategies include Managing Brand Equity FromTime to Time, which includes four steps ,such as ; (1) Determining Brand Positioning, (2) Brand Marketing, (3) Analyze Brand Performance and Brand Audit, (4) Building Brand Value. In conducting the introduction and branding of batik bono, Corporate Communication and Community Development from PT. RAPP also performs strategies that support the steps of Managing Brand Equity From Time to Time, there are 4 steps that a company can take to strengthen its brand equity, among others(1) Identify market segments and target markets (2)UnderstandPDBPositioning, Differentiation, Brand, (3) Determine the purpose of communication, (4) Determine the media plan.

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