Pemahaman program komunikasi merek bagi pelaku industri kreatif

Saropie, Erik (2021) Pemahaman program komunikasi merek bagi pelaku industri kreatif. Masters thesis, Universitas Pelita Harapan.

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Abstract

Even if you don’t realize it, everyone deals with trademarks on a daily basis. “Trademark” is another way of referring to brands. Consumers’ purchasing decisions are influenced by trademarks and the reputation such brands represent. It is important for business people to have an understanding of why trademarks are important assets and help grow their business. Here are the seven top reasons of why trademarks are important to your business. Program Director of Intellectual Property Consultants, Robby Wahyudi, said that the level of awareness of creative businesses in Indonesia in registering intellectual property (IP rights) is still low, only around 7.25%. In fact, he said, IP could be sold to get more profit, such as through selling, licensing or selling a franchise or franchise to get royalties from the work of their creative products. "The level of awareness of local IP registers (registration) is still low, only around 7.25 percent," said Robby as reported by Antara, Monday (8/10). Meanwhile, Robby sees an opportunity in 2017, the IP market share at the international level is 271.6 billion dollars with a growth of 4.6% per year, while the Southeast Asian market share is 10.4 billion dollars with an annual growth of 8.6%. / Bahkan jika Anda tidak menyadarinya, setiap orang berurusan dengan merek dagang setiap hari. "Merek Dagang" adalah cara lain untuk merujuk pada merek. Keputusan pembelian konsumen dipengaruhi oleh merek dagang dan reputasi yang diwakili oleh merek tersebut. Penting bagi pebisnis untuk memahami mengapa merek dagang adalah aset penting dan membantu mengembangkan bisnis mereka. Berikut adalah tujuh alasan utama mengapa merek dagang penting bagi bisnis Anda. Direktur Program Konsultan Kekayaan Intelektual Robby Wahyudi mengatakan tingkat kesadaran pelaku usaha kreatif di Indonesia dalam mendaftarkan kekayaan intelektual (HAKI) masih rendah, hanya berkisar 7,25%. Bahkan, kata dia, IP bisa dijual untuk mendapatkan keuntungan lebih, seperti melalui penjualan, lisensi atau penjualan franchise atau franchise untuk mendapatkan royalti dari hasil karya produk kreatifnya. “Tingkat kesadaran terhadap register IP lokal (registrasi) masih rendah, hanya sekitar 7,25 persen,” kata Robby seperti dilansir Antara, Senin (8/10). Sementara itu, Robby melihat ada peluang pada 2017, pangsa pasar IP di tingkat internasional adalah 271,6 miliar dolar dengan pertumbuhan 4,6% per tahun, sedangkan pangsa pasar Asia Tenggara 10,4 miliar dolar dengan pertumbuhan tahunan 8,6%.

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