VISUALISASI IDENTITAS MEREK ALOE VERA SEBAGAI KOMODITI UNGGULAN KOTA PONTIANAK
DOI:
https://doi.org/10.26742/atrat.v7i3.949Abstract
In an effort to improve regional competence, the Pontianak City Government has initiated Aloe Vera as the Main commodity and regional featured products. As a featured products, the government has positioned Aloe Vera as a brand that represents the natural wealth of Pontianak. The aim is to differentiate Pontianak from other regions. Various strategies have been proceed to socialize Aloe Vera as a superior commodity, but the branding strategies itself has not been supported by visual identity to represent Aloe Vera Pontianak. Visual identity plays an important role in communicating the image of Pontianak Aloe vera, especially in the identification process to build public awareness of Pontianak Aloe vera. The results of identity visualization are then used as brand identity standards and can be applied to the overall branding strategy, including communication media products that support the Aloe Vera Pontianak branding.
Keywords: Aloe Vera, Pontianak, Brand, Brand Identity
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Dalam upaya untuk meningkatkan kompetensi daerah, Pemerintah Kota Pontianak telah mengesahkan Aloe vera sebagai produk Komoditas Utama dan Unggulan Daerah. Sebagai produk unggulan, Pemerintah telah menempatkan Aloe Vera sebagai merek (brand) yang mewakili kekayaan alam Pontianak. Tujuannya adalah untuk mendiferensiasi Pontianak dari daerah lain. Berbagai strategi telah dilakukan untuk mensosialisasikan Aloe vera sebagai komoditas unggulan, tetapi strategi branding itu sendiri belum didukung oleh identitas visual untuk mewakili Aloe vera Pontianak. Identitas visual berperan penting dalam mengkomunikasikan citra lidah buaya Pontianak, terutama untuk proses identifikasi dalam membangun kesadaran masyarakat akan Aloe vera Pontianak. Hasil visualisasi identitas kemudian digunakan sebagai standar identitas merek dan dapat diterapkan pada keseluruhan strategi branding, termasuk produk media komunikasi yang mendukung branding Aloe Vera Pontianak.
Kata Kunci: Aloe Vera, Pontianak, Brand, Brand identity
References
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