Penerapan brand platform recommendation dalam proses rebranding home made bakery oleh dm-idholland indonesia

Cahyono, Yohana Tri (2013) Penerapan brand platform recommendation dalam proses rebranding home made bakery oleh dm-idholland indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Home Made Bakery merupakan salah satu pemain lama di dunia bisnis bakery di Jakarta. Home Made Bakery menyadari bahwa tren makanan dan minuman telah bergeser dalam beberapa tahun terakhir. Saat ini, bakery, khususnya di kota-kota besar tidak lagi hanya menjual roti tapi juga menjual konsep gaya hidup. Oleh karena itu, Home Made Bakery menyadari bahwa brand mereka mulai tertinggal, sehingga dirasa perlu adanya rebranding identitas menjadi lebih segar dan lebih terlihat lebih menarik. DM-IDHolland Indonesia ditunjuk oleh Home Made Bakery dan telah berhasil mengidentifikasi alasan Home Made Bakery harus di-rebranding. Home Made Bakery tidak memiliki arah yang jelas di dalam brand positioning mereka. DM-IDHolland Indonesia menggunakan “Brand Platform Reccomendation”, yang meliputi : brand essence, brand promise, brand architecture, brand personality serta logo dan desain kemasan. Strategi ini diharapkan akan lebih memperkuat positioning Home Made Bakery. / Home Made Bakery is one of the initial players in the bakery business in Jakarta. This bakery realizes that the trends in food and beverage have been shifting in the recent years. Nowadays, bakeries particularly in big cities no longer only sell bread but also sell the lifestyle concept. Therefore, Home Made Bakery realizes that brand has been outdated, thus identity rebranding is needed to make Home Made Bakery more fresh and appealing. DM-IDHolland Indonesia has been appointed by Home Made Bakery and has successfully identified the needs for rebranding. Home Made Bakery did not have a clear direction of its brand positioning. DM-IDHolland Indonesia suggests the “brand platform recommendation”, which includes : the brand essence, brand promise, brand architecture, brand personality, logo and design packaging. The strategies are expected to strengthen the positioning of Home Made Bakery.

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