Brand Identity: Pengertian, Manfaat, dan Cara Membangunnya (2024)

Kompas.com - 06/04/2024, 07:00 WIB

Fadila Rosyada Hariri,
Serafica Gischa

Tim Redaksi

Fadila Rosyada Hariri Penulis Serafica Gischa Editor

Brand Identity: Pengertian, Manfaat, dan Cara Membangunnya (1)

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Brand Identity: Pengertian, Manfaat, dan Cara Membangunnya(KOMPAS.com/Fadila Rosyada Hariri)

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KOMPAS.com- Dalam dunia bisnis yang semakin kompleks dan bersaing, pembentukan identitas merek atau brand identity menjadi krusial untuk kesuksesan jangka panjang suatu perusahaan.

Brand identity bukan hanya sekedar logo atau desain visual, tetapi merupakan cerminan dari nilai-nilai, visi, dan kepribadian suatu merek.

Dengan memahami konsep dan pentingnya brand identity, perusahaan dapat memperkuat posisi mereka di pasar, membedakan diri dari pesaing, dan membangun hubungan yang kuat dengan konsumen.

Baca juga: Brand Equity: Pengertian, Elemen, dan Contohnya

Pengertian brand identity

Mengutip Investopedia, identitas merek adalah elemen yang terlihat dari suatu merek, seperti warna, desain, dan logo, yang mengidentifikasi dan membedakan merek di benak konsumen.

Sebagaimana yang disebutkan oleh Aaker dalam bukunya Building Strong Brands (1996), brand identity adalah kumpulan dari asosiasi dan persepsi yang dibangun dan dipegang oleh pelanggan mengenai sebuah merek.

Dengan kata lain, brand identity adalah kesan keseluruhan yang dibentuk oleh interaksi antara merek dan konsumen.

Manfaat brand identity

Membangun brand identity yang kuat memiliki sejumlah manfaat yang signifikan bagi perusahaan:

  • Meningkatkan kesadaran merek

Brand identity yang konsisten dan terkenal akan membantu meningkatkan kesadaran konsumen terhadap merek tersebut di pasar.

Baca juga: 5 Tingkatan Brand Loyalty serta Penjelasannya

  • Membangun kredibilitas dan kepercayaan

Identitas merek yang jelas dan konsisten akan meningkatkan kredibilitas dan kepercayaan konsumen terhadap merek tersebut.

  • Membedakan dari pesaing

Brand identity yang unik dan terkenal akan membantu merek membedakan dirinya dari pesaing di pasar yang padat.

Cara membangun brand identity

Untuk membangun identitas merek yang kuat, kohesif, dan konsisten, perusahaan perlu mengambil sejumlah langkah kunci.

Berikut merupakan langkah-langkah cara membangun brand identity:

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Analisis perusahaan dan pasar

Halaman:

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Tag

  • materi kuliah bisnis
  • brand identity adalah
  • manfaat brand identity
  • cara membangun brand identity
  • brand identity
Lihat Skola Selengkapnya
  • Piramida Brand Awareness beserta Penjelasannya
  • 5 Tingkatan Brand Loyalty serta Penjelasannya
  • Pengertian dan Indikator Preferensi Merek (Brand Preference)
  • Brand Equity: Pengertian, Elemen, dan Contohnya
  • Brand Awareness: Pengertian, Tingkatan, dan Cara Membangunnya

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Konten disembunyikan.
Muat ulang halaman untuk perbarui rekomendasi.

`); reactionPopup.querySelector('.buttonShare').setAttribute('data-title', item.title); reactionPopup.querySelector('.buttonShare').setAttribute('data-url', itemUrl); reactionPopup.querySelector('.buttonShare').setAttribute('data-campaign', 'AIML_Widget_Desktop'); let userFeedback = new UserFeedback(resultObj.engine['tracker_algsrc'], itemUrl + tracker_params, jxRecHelper, index); reactionPopup.querySelector('.buttonBookmark').addEventListener('click', function() { do_bookmark(itemUrl, index, userFeedback); }); reactionPopup.querySelector('.buttonShare').addEventListener('click', function() { userFeedback.event('share'); }); reactionPopup.querySelector('.buttonNotInterest').addEventListener('click', function() { if (getCookie('kmps_usrid')) { hideThisArt(this); userFeedback.event('not-interested'); } else { const parentAction = this.parentElement.parentElement.parentElement if (!!parentAction) { let indexElement = parentAction.getAttribute('data-index') if (indexElement != 'undefined') { localStorage.setItem('reaction_not_interest_temp', JSON.stringify({ urlpage: items[indexElement].url })) } } window.location.href = "https://account.kompas.com/login/a29tcGFz/" + btoa(window.location.href); } }); /** * trigger action "userFeedback" that user not interest item before, when not interest without login */ if (getCookie('kmps_usrid') && localStorage.getItem('reaction_not_interest_temp')) { const tempUrlNotInterest = JSON.parse(localStorage.getItem('reaction_not_interest_temp')) if (itemUrl == tempUrlNotInterest.urlpage) { userFeedback.event('not-interested'); localStorage.removeItem('reaction_not_interest_temp'); } } wSpecStop.querySelector('.wSpec-stop-undo').addEventListener('click', function() { showThisArt(this); userFeedback.event('un-not-interested'); }); recItem.appendChild(buttonOption); recItem.appendChild(reactionPopup); recItem.appendChild(wSpecStop); } var recItemWrapperA = createElement('a', null, null, null); recItemWrapperA.setAttribute('href', itemUrl + tracker_params); var titleDiv = createElement('h4', null, null, [cssClasses.title]); var titleTextNode = document.createTextNode(item.title); if (item.itemType == 'video') { var iconVideo = createElement('div', null, null, ['icoInline', 'icoVideo']); iconVideo.style.marginRight = '5px'; titleDiv.appendChild(iconVideo); } titleDiv.appendChild(titleTextNode); var sourceDiv = null; if (item.hasOwnProperty('method')) { sourceDiv = createElement('div', null, null, [cssClasses.source], resultObj.engine['type'] + ' . ' + item.method.toUpperCase()); } else { var sourceDiv = createElement('div', null, null, [cssClasses.source], resultObj.engine['type']); } var textWrapper = createElement('div', null, null, [cssClasses.text_wrapper]); textWrapper.appendChild(categoryDiv); textWrapper.appendChild(titleDiv); textWrapper.appendChild(sourceDiv); recItemWrapper.appendChild(imgWrapper); recItemWrapper.appendChild(textWrapper); recItemWrapperA.appendChild(recItemWrapper); recItem.appendChild(recItemWrapperA); widgetWrapper.appendChild(recItem); // hook up the click handler for this item // recItem.onclick = handleClick.bind(null, jxRecHelper, itemUrl + tracker_params, index); recItemWrapperA.onclick = handleClick.bind(null, jxRecHelper, itemUrl + tracker_params, index); }); } // end while var endDate = new Date(); var loadtime = (endDate.getTime() - startDate.getTime()); trackEventGa('AIML Article Recommendation', 'Content Loaded', 'algsrc='+algsrc+',site=SKOLA,device=desktop,loadtime=' + loadtime) let domain = window.location.hostname; if(domain=='www.kompas.com'){ var url=window.location.href.split("/"); domain=url[2]+'/'+url[3] } let user_subs_type = "Gues"; let subs_type = ""; let is_lgn = 0; let engine = algsrc; if(getCookie('kmps_usrid')){is_lgn=1}; let time_load = loadtime; resolve(); /*** * JXRECSDK NOTES 3 of 5 - * pass all the info about the items to the rec helper * each one is an object: ALL MANDATORY * div * id * pos */ jxRecHelper.items(widgetItemArr); /*** * JXRECSDK NOTES 4 of 5 - * Call the ready() of the helper object when the recommendation * results have been populated to the widget * (This will register the action=ready event) */ if (resultObj.engine['type'] == 'api-1') { jxRecHelper.ready(resultObj.options.algo + ":" + resultObj.options.version); } else { jxRecHelper.ready(resultObj.engine['type']); } } else { jxRecHelper.error(204); console.error("Error: no recommendation items"); return; } } catch (err) { jxRecHelper.error(901); console.log(err.stack); let domain = window.location.hostname; if(domain=='www.kompas.com'){ var url=window.location.href.split("/"); domain=url[2]+'/'+url[3] } let user_subs_type = "Gues"; let subs_type = "" let is_lgn = 0; let engine = algsrc; if(getCookie('kmps_usrid')){is_lgn=1}; let endDate = new Date(); let time_load = (endDate.getTime() - startDate.getTime()); } }); } const _jxRecSdkURL = 'https://scripts.jixie.media/jxrecsdk.1.0.min.js'; var startDate = new Date(); class OneWidget { constructor() { //this is also the one we will pass to the JX rec helper object when //we instantiate it: //In this implementation most of these come from the options obj //on the publisher page. this._options = { accountid: '9262bf2590d558736cac4fff7978fcb1', pageurl: 'https://www.kompas.com/skola/read/2024/04/06/070000269/brand-identity--pengertian-manfaat-dan-cara-membangunnya', widget_id: '1000183-6xWeiWZFIM', type: 'pages', container: 'rekomendasi-konten-pilihan-untukmu-aiml', keywords: content_tags, title: title, customid: "69", count: 14, }; this._containerId = this._options.container; this._container = document.getElementById(this._containerId); this._engines = [{"url":"https:\/\/recommendation.jixie.media\/v1\/recommendation","method":"GET","pageurl":"https:\/\/www.kompas.com\/skola\/read\/2024\/04\/06\/070000269\/brand-identity--pengertian-manfaat-dan-cara-membangunnya","system":"jx","type":"api-1","tracker_params":"?source=widgetML","tracker_algsrc":"V","count":14,"page_status":"read","excludeitemids":"20240406070000269"}]; } kickOff() { startDate = new Date(); const rand = Math.floor(Math.random() * 1000); /*const randSystem = Math.floor(Math.random() * 3); this._engine = this._engines[randSystem] if (location.hostname.indexOf('lestari') != -1) { this._engine = this._engines[1] }*/ this._engine = this._engines[0]; this._options.system = this._engine['system'] trackEventGa('AIML Article Recommendation', 'Widget load', 'algsrc=' + this._engine['tracker_algsrc'] + ',site=SKOLA,device=desktop') let promJXSDK = fetchJSFileP(_jxRecSdkURL); let thisObj = this; // first we wait on the JX REC SDK to be loaded and initialized let recHelperObj = null; let recResults = null; promJXSDK .then(function() { /*** * JXRECSDK NOTES 1 of 5 - INSTANTIATION OF A JX REC HELPER OBJECT * Call this AFTER JX REC SDK is loaded but BEFORE you call your REC * backend. * * param: MANDATORY options object * options object must at a minimal have * accountid: get from jixie * widgetid: get from jixie * container: DIV ID of the destination div to house the widget * (for jixie widget this is just the options object passed from the page) * * (This will also register the action=load event) */ recHelperObj = jxRecMgr.createJxRecHelper(thisObj._options); let basicInfo = thisObj._options; basicInfo.engine = thisObj._engine if (basicInfo.engine.type == 'api-1') { var options = { count: basicInfo['count'], adpositions: "", keywords: basicInfo['keywords'], title: basicInfo['title'], date_published: "2024-04-06", pagecategory: "SKOLA", algo: "mixed" }; if(getCookie('kmps_usrid')){ var kg = { pagetype:basicInfo.engine.page_status, uid:getCookie('kmps_usrid'), ukid:getCookie('kmp_uid') } if(basicInfo.engine.page_status=='read'){ kg['excludeitemids'] = basicInfo.engine.excludeitemids; kg['multiFormat'] = true; } options['additional'] = { kg:kg }; } return recHelperObj.getJxRecommendations(options); } else { return fetchRecommendationsP(basicInfo, recHelperObj.getJxUserInfo()); } }) .then(function(resp) { if (thisObj._engine.type == 'api-3') { recResults = new Object recResults.items = resp.docs.result; } else { recResults = resp; } recResults.engine = thisObj._engine; if (!resp || !recResults.items || recResults.items.length == 0) { /*** * JXRECSDK NOTES 2 of 5 - * Call the error() function on the recHelper when either an error * has occured in the fetching or there are no recommended items * * (This will register the action=error event) */ recHelperObj.error(204); throw "no recommendation results"; } }) .then(function() { // everything is ready (recommendation results, css): document.getElementById("rekomendasi-konten-pilihan-untukmu-aiml").classList.remove("-loading"); document.querySelector('.wSpec-list').remove(); createDisplay(rand, thisObj._container, recResults, recHelperObj) .then(function() { toggleDropdown(); //observe lozad lozad('.lozad', { load: function(el) { el.src = el.dataset.src; el.onload = function() { el.classList.add('fade') } } }).observe() }) }) .catch(function(error) { console.log(`Unable to create recommendations widget ${error.stack} ${error.message}`); }); } } var limit_gtm_ready = 1; function check_gtm_ready() { if ('ga' in window) { // create a new instance of our widget based on the options const newW = new OneWidget(); newW.kickOff(); } else { const timeout_gtm_ready = setTimeout(check_gtm_ready, 500) limit_gtm_ready += 1; if (limit_gtm_ready > 10) { clearTimeout(timeout_gtm_ready); const newW = new OneWidget(); newW.kickOff(); } } } check_gtm_ready() document.querySelector('.wSpec-secret').addEventListener('click', function(e) { e.preventDefault(); let wSl = document.querySelectorAll('.wSpec-source'); if (wSl.length > 0) { for (let i = 0; i < wSl.length; i++) { wSl[i].classList.toggle('show') } } }) function trackEventGa(category, action, label) { if ("ga" in window) { ga(function() { tracker = ga.getAll()[0]; if (tracker) { tracker.send("event", category, action, label); console.log('track event ', category, action, label) } }) } } function formBody(obj) { let formBody = []; for (var property in obj) { let encodedKey = encodeURIComponent(property); let encodedValue = encodeURIComponent(obj[property]); formBody.push(encodedKey + "=" + encodedValue); } return formBody.join("&"); } function getCookie(name) { var name = name + '='; var cookies = decodeURIComponent(document.cookie).split(';'); for (var i = 0; i < cookies.length; i++) { var c = cookies[i]; while (c.charAt(0) == ' ') { c = c.substring(1); } if (c.indexOf(name) == 0) { return c.substring(name.length, c.length); } } } function get_guid(url) { const videoPath = url.match(/\/watch\/(\d+)/); if (videoPath) { return `video.${videoPath[1]}`; } let arrayUrl = url.split('/'); let readPath = arrayUrl.indexOf('read'); if (arrayUrl[readPath + 1] == 'xml') { readPath += 1; } let year = arrayUrl[readPath + 1]; let month = arrayUrl[readPath + 2]; let date = arrayUrl[readPath + 3]; let id = arrayUrl[readPath + 4]; let guid = `.xml.${year}.${month}.${date}.${id}`; return guid; } function toggleDropdown() { let tdd = document.querySelectorAll('[data-dropdown]') if (!!tdd) { tdd.forEach((el) => { el.addEventListener('click', function() { el.parentElement.classList.toggle('-active') let saved = el.parentElement.getAttribute('data-saved') let kmps_usrid = getCookie('kmps_usrid'); if (kmps_usrid && !saved && el.parentElement.classList.contains('-active')) { let url = el.parentElement.getAttribute('data-url'); let guid = get_guid(url); check_bookmark( kmps_usrid, guid ).then(function(resp) { if (resp.hasOwnProperty('total_data')) { if (resp.total_data > 0) { el.parentElement.querySelector('.buttonBookmark').classList.add('-active'); el.parentElement.querySelector('.buttonBookmark').innerHTML = 'Hapus dari tersimpan'; el.parentElement.setAttribute('data-saved', 'true'); } else { el.parentElement.setAttribute('data-saved', 'false'); } } }) } }) document.addEventListener("click", function(e) { // console.log(e.target) if (el.contains(e.target)) { // console.log(tdd) } else { el.parentElement.classList.remove('-active') } }); }); } } function check_bookmark(kmps_usrid, guid) { let url = `https://api.kompas.com/2021/reaction/bookmark/list?kmps_usrid=${kmps_usrid}&guid=${guid}`; return new Promise(function(resolve, reject) { var xmlhttp = new XMLHttpRequest(); xmlhttp.onreadystatechange = function() { if (this.readyState == 4 && this.status == 200) { resolve(JSON.parse(this.responseText)) } }; xmlhttp.open("GET", url, true); xmlhttp.send(); }); } function do_bookmark(pageurl, pos, userFeedback) { const wSpecItem = document.querySelector(`.wSpec-item[data-index="${pos}"]`); const btnBookmark = wSpecItem.querySelector('.buttonBookmark'); const kmps_usrid = getCookie('kmps_usrid'); const guid = get_guid(pageurl); const type = pageurl.match(/\/watch\/(\d+)/) ? 'video' : 'article'; if (kmps_usrid) { if (btnBookmark.classList.contains('-active')) { set_unbookmark({ guid: guid, kmps_usrid: kmps_usrid, type: type }).then(function(resp) { btnBookmark.classList.remove('-active'); btnBookmark.innerHTML = 'Simpan artikel'; reactionToast('Artikel berhasil dihapus dari list yang disimpan'); userFeedback.event('un-save'); }).catch(function(resp) { // message: "Data doesn't exists" if (resp.hasOwnProperty('message') && resp.message.includes('exist')) { btnBookmark.classList.remove('-active'); btnBookmark.innerHTML = 'Simpan artikel'; reactionToast('Artikel berhasil dihapus dari list yang disimpan'); } }) } else { const user_bookmark_url = "https://activity.kompas.com/saved?order=desc"; set_bookmark({ guid: guid, kmps_usrid: kmps_usrid, type: type, publisher: 'kompas', platform: 'desktop' }).then(function(resp) { btnBookmark.classList.add('-active'); btnBookmark.innerHTML = 'Hapus dari tersimpan'; reactionToast('Artikel berhasil disimpan', user_bookmark_url); userFeedback.event('save'); }).catch(function(resp) { // message: "Data already exist" if (resp.hasOwnProperty('message') && resp.message.includes('exist')) { btnBookmark.classList.add('-active'); btnBookmark.innerHTML = 'Hapus dari tersimpan'; reactionToast('Artikel berhasil disimpan', user_bookmark_url); } }) } } else { const login_url = "https://account.kompas.com/login/a29tcGFz/" + btoa(window.location.href); window.location.href = login_url; } } function set_bookmark(data) { const url = "https://api.kompas.com/2021/reaction/bookmark/add"; return new Promise(function(resolve, reject) { const xmlhttp = new XMLHttpRequest(); xmlhttp.onreadystatechange = function() { if (this.readyState == 4 && this.status == 201) { resolve(JSON.parse(this.responseText)); } else if (this.readyState == 4 && this.status == 400) { reject(JSON.parse(this.responseText)); } }; xmlhttp.open("POST", url, true); xmlhttp.setRequestHeader("Content-Type", "application/x-www-form-urlencoded;charset=UTF-8"); xmlhttp.send(formBody(data)); }); } function set_unbookmark(data) { const url = "https://api.kompas.com/2021/reaction/bookmark/delete"; return new Promise(function(resolve, reject) { const xmlhttp = new XMLHttpRequest(); xmlhttp.onreadystatechange = function() { if (this.readyState == 4 && this.status == 200) { resolve(JSON.parse(this.responseText)); } else if (this.readyState == 4 && this.status == 400) { reject(JSON.parse(this.responseText)); } }; xmlhttp.open("POST", url, true); xmlhttp.setRequestHeader("Content-Type", "application/x-www-form-urlencoded;charset=UTF-8"); xmlhttp.send(formBody(data)); }); } class UserFeedback { constructor(engine, pageurl, jxRecHelper, pos) { this.engine = engine; this.pageurl = pageurl; this.jxRecHelper = jxRecHelper; this.pos = pos; } event(feedback) { if (this.engine == 'C') { const xmlhttp = new XMLHttpRequest(); let params = { domain: 'kompas.com', ce_userid: getCookie('kmps_usrid'), ce_sessionid: getCookie('ukid'), ce_pageurl: this.pageurl, engine: 'C', ce_feedback: feedback } xmlhttp.open("GET", 'https://apis.kgdata.dev/v1/aiml/feedback-widgetml' + formatParams(params)); xmlhttp.send(); } else if (this.engine == 'V') { if (feedback == 'share') { this.jxRecHelper.shared(this.pos); } else if (feedback == 'save') { this.jxRecHelper.bookmarked(this.pos); } else if (feedback == 'not-interested') { this.jxRecHelper.hidden(this.pos); } else if (feedback == 'un-not-interested') { this.jxRecHelper.unhidden(this.pos); } } } } function formatParams(params) { return "?" + Object .keys(params) .map(function(key) { return key + "=" + encodeURIComponent(params[key]) }) .join("&") } document.addEventListener("click", function(e){ let dx = document.querySelectorAll('[data-dropdown]') if(dx) { dx.forEach(function(el){ if(el.contains(e.target)) { el.parentElement.classList.toggle('-active') } else { el.parentElement.classList.remove('-active') } }) } })

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Brand Identity: Pengertian, Manfaat, dan Cara Membangunnya (2024)
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