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Local content in 48 Group Branding Strategy: Focused on JKT48 as a Case Study

Muljosumarto, Cindy (2018) Local content in 48 Group Branding Strategy: Focused on JKT48 as a Case Study. In: International Conference on Culture Technology (ICCT 2018), 18-11-2018 - 18-11-2018, Shaoxing - China.

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    Abstract

    Girl group development as a brand, lately is a fascinate object to be examined, and one of them is AKB48. AKB48 has many brand derivatives with diverse concepts to answer the needs of its target audience. This study examined how AKB48 as a brand develop their brand and creates their brand architecture as a part of their brand strategy. This study focused on JKT48 one of AKB48’s sister group to understand how AKB48 trying to expand their market, using hybridization and cultural content to match with the target audience preference. Hopefully, this finding could give a new perspective in branding strategy for other brands especially in music industry or entertainment industry in Indonesia.

    Item Type: Conference or Workshop Item (Paper)
    Uncontrolled Keywords: AKB48; JKT48; branding; brand architecture; hybridization; cultural content
    Subjects: N Fine Arts > NX Arts in general
    Divisions: Faculty of Art and Design > Visual Communication Design Department
    Depositing User: Admin
    Date Deposited: 03 Dec 2018 20:38
    Last Modified: 13 Dec 2018 22:03
    URI: http://repository.petra.ac.id/id/eprint/18042

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