Analisis Brand Image Produk Indomilk dan Chitato Pasca Kolaborasi dengan SEVENTEEN Menggunakan Model Alexander L. Biel
Abstract
The development of the Fast Moving Consumer Goods (FMCG) industry today shows that brands do not only compete through product quality, but also through marketing communication strategies based on popular culture and collaborations with global figures. One interesting phenomenon is the collaboration between Indomilk and Chitato products and the K-Pop group SEVENTEEN, which has the potential to influence consumer perceptions of brand image. This study is entitled “Analysis of Indomilk and Chitato Brand Image After Collaboration with SEVENTEEN Using Alexander L. Biel Model.” This study aims to analyze changes in the brand image of Indomilk and Chitato after the collaboration with SEVENTEEN based on three dimensions of brand image proposed by Alexander L. Biel, namely corporate image, user image, and product image. The approach used in this study is a qualitative descriptive method. Data were collected through structured interviews with five informants who were aware of the collaboration campaign and had experience with the products, supported by secondary data from literature, social media, and campaign documentation. The data analysis technique used thematic analysis to identify recurring meaning patterns and categorize them according to the three dimensions of brand image. The results of the study indicate that the collaboration with SEVENTEEN strengthens the corporate image of Indomilk and Chitato as modern, global, and trend-adaptive brands in popular culture. In terms of user image, there is a shift in perception toward the dominance of young consumers and K-Pop fan communities that form a fandom-based social identity. Meanwhile, in terms of product image, the products are no longer seen only from their functional aspects but also have symbolic value as part of lifestyle and popular culture. The significance of the findings shows that collaboration with global popular culture figures such as SEVENTEEN can be an effective strategy in building a brand image that is not only functional but also emotional and symbolic, especially in reaching young consumers in the digital era.
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