Universitas Indonesia Conferences, The 4th International Conference of Vocational Higher Education

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Design and Brand Strategy Process of "Tenun Sibandang" in Establishing a Brand Knowledge
Astri Wulandari, Catur Nugroho

Last modified: 2019-05-27


Brand is built to provide value, create differentiation and position the product with the right strategy and requires a comprehensive action plan to create a paradigm and gain competitive advantage over a long period of time. This research is about the process of designing a traditional Toba woven brand from Sibandang island, Papande village, Muara sub-district, North Tapanuli Regency named “Tenun Sibandang”. The branding process carried out with a brand strategy doctrinal process which consists of five main steps, namely assessing the current brand situation and Brand Assessment, developing a Brand Promise, create Brand Blueprints, complete Brand Culturalization plans as well as written Brand Strategy doctrines, and determine Brand Advantage. The design and process of the doctrine will shape the Brand Knowledge of the audience with two main components, namely Brand Awareness and Brand Image. The research found that “Tenun Sibandang” designed by Erison Siregar can be widely known by the community as a high-quality handicraft product with a well-planned product branding process. With this research can be found obstacles that arise in the design process and branding strategy, so that it can be an evaluation material for the branding process of similar products.


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