Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project

Authors

  • Handy Martinus Bina Nusantara University
  • Fachmi Chaniago Bina Nusantara University

DOI:

https://doi.org/10.21512/humaniora.v8i3.3678

Keywords:

branding strategy, social media, storytelling, Instagram, brand image

Abstract

The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive content analysis was conducted to investigate how a new age media company with Instagram as the platform, which products were intangible and used storytelling in the delivery utilizes and mixes both components. Data were obtained by conducting the in-depth interview with company’s representative, public relations practitioner, and a follower of the company’s Instagram account, which then analyzed through data reduction. The research suggests that storytelling combined with social media features potentially strengthens all dimensions of brand equity with the brand image as the focus, primarily due to its engaging content, its ability to enhance the formation of an emotional connection, and its capabilities in improving recall and recognition. Branding activities conducted by Proud through Instagram can be said to be effective, taking into account the six main factors in providing updates, namely vividness, interactivity, informational content, entertaining content, position and valence of comments. Storytelling plays a role in communicating the company's brand and value. In addition, storytelling is also a branding tool that becomes an element that uniquely unveils a company with a competitor.

Dimensions

Plum Analytics

Author Biographies

Handy Martinus, Bina Nusantara University

Marketing Communication, Faculty of Economic and Communication

Fachmi Chaniago, Bina Nusantara University

Marketing Communication, Faculty of Economic and Communication

References

Aaker, D. (2014). 20 Prinsip Esensial Mengelola dan Mengembangkan Brand. Jakarta: PT Gramedia Pustaka Utama.

Baker, B., & Boyle, C. (2009), The timeless power of storytelling. Journal of Sponsorship, 3(1), 79-87.

Costill, A. (2014). 30 Things you absolutely need to know about Instagram. Retrieved April 20th, 2015 from http://www.searchenginejournal.com/30-things-absolutely-need-know-instagram/85991/.

de Vries, L., Gensler, S., & Leeflang, P. S. H. (2013). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.

Jonsson, S., Strannegard, L., & Pallas, J. (2014). Organizations and the Media: Organizing in a Mediatized World. New York City: Roudledge.

Kerpen, D. (2011). Likeable Social Media: How to Delight Your Customers, Create an Irrestible Brand, and Be Generally Amazing on Facebook (and other social networks). New York: McGraw Hill.

Kristensen, T., Gabrielsen, G., & Zaichkowski, J. L. (2012). How valuable is a well-crafted design and name brand?: Recognition and willingness to pay. Journal of Consumer Behaviour, an International Research Review, 11(1), 44-55.

Miles, M. B., Huberman, A. M., & Saldana, J. (1994). Qualitative data analysis a methods source books. Los Angeles: Sage.

Moleong, L. J. (2010). Metodologi penelitian kualitatif. Bandung: Remaja Rosdakarya.

Chan-Olmsted, S. M., Cho, M., & Lee, S. (2013). User Perceptions of Social Media: A Comparative Study of Perceived Characteristics and User Profiles by Social Media. Journal of Communication and Media Technologies, 3(4), 149-178.

Zax, D. (2011). Steve Jobs, Storyteller, the beginning, the middle, and the end. MIT Technology Review. Retrieved from https://www.technologyreview.com/s/425674/steve-jobs-storyteller/

Downloads

Published

2017-10-19

Issue

Section

Articles
Abstract 8841  .
PDF downloaded 6718  .