Eksistensi Merek Dalam Meningkatkan Strategi Branding Industri Kreatif
DOI:
https://doi.org/10.58765/ekobil.v2i3.186Keywords:
Eksistensi Merk, Strategi Branding, Industri KreatifAbstract
Mengidentifikasi dan memahami dinamika brand extension sebagai strategi branding saat sangat penting terutama saat launching produk. Oleh karena itu, dibutuhkan strategi branding dan pembentukan ekuitas merek usaha yang sesuai. Penulisan penelitian ini membahas mengenai Ekstensi Merek dalam peningkatan Strategi Branding. Analisis bibliometrik dilakukan terhadap 400 dokumen yang diambil dari database WoS, program perangkat lunak POP dan VOSviewer. Perkembangan ilmu pengetahuan tentang industri kreatif memberikan pembelajaran bagi kajian manajemen bisnis, membantu industri kreatif dengan mengurangi dampak negatif terhadap kegiatan industri kreatif. Mempelajari brand extension akan membantu meningkatkan kemajuan industri kreatif. Beberapa penelitian sebelumnya telah memberikan tinjauan sistematis terhadap literatur dengan menggunakan pendekatan yang berbeda, namun tidak menguraikan struktur intelektual dan evolusi badan penelitian tentang industri kreatif. Artikel ini awalnya memberikan analisis menyeluruh terhadap aspek-aspek tersebut, serta melihat lebih dekat perluasan merek sebagai strategi peningkatan merek industri kreatif.
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