MASKOT ASIAN GAMES 2018 SEBAGAI SEBUAH BRAND DAN PEMANFAATAN MEDIA SOSIAL DALAM MEMPERKUAT BRAND

Paundra Jhalugilang

Sari


Abstract

 


The Asian Games 2018 mascots called Bhin Bhin, Atung and Kaka were not only used as promotional tools to strengthen Asian Games 2018’s brand, but have emerged as a brand itself. This writing aims to explain that mascots do not only function as a symbol or gimmick, but possessing their own identity, characteristics, benefits either functionally or emotionally, and even values just like a regular product. Social media was also utilized to strengthen the Asian Games 2018 mascots to become more alive, interactive, in order to establish a strong association and liked by the public. A variety of activities were also held to increase the popularity of the three mascots through social media. These had actually made an impact on the business, such as the sales of merchandises up to strengthening the Asian Games 2018 brand itself. Keywords: brand, mascots, social media.

 


Abstrak

 


Maskot Asian Games 2018 bernama Bhin Bhin, Atung, dan Kaka bukan hanya digunakan sebagai sarana promosi memperkuat brand Asian Games 2018, tetapi ketiga maskot tersebut telah menjelma sebagai brand itu sendiri. Penulisan ini bermaksud untuk menjelaskan bahwa maskot bukan hanya berfungsi sebagai simbol atau gimmick, tetapi juga memiliki identitas, karakteristik, manfaat secara fungsional maupun emosional, bahkan nilai-nilai seperti layaknya sebuah produk pada umumnya.Media sosial turut dimanfaatkan untuk memperkuat maskot Asian Games 2018 agar menjadi lebih hidup, berinteraksi, sehingga tercipta asosiasi yang kuat dan disukai oleh publik. Beragam kegiatan dilakukan untuk mengangkat popularitas ketiga maskot melalui media sosial. Peningkatan popularitas ketiga maskot tersebut pun berdampak pada peningkatan secara bisnis, seperti penjualan pernak-pernik sampai memperkuat brand Asian Games 2018 itu sendiri. Kata kunci: Brand, maskot, media sosial.


Teks Lengkap:

PDF (English)

Referensi


Daftar Pustaka

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Skripsi/Tesis/Disertasi:

Caufield, Kristopher. (2012). “Analyzing the Effects of Brand Mascots on Social Media: Johnson City Power Board Case Study.†East Tennessee State University. https://dc.etsu.edu/honors/40/.

Situs Internet:

Fita, Maciej. (2016, September 13). Using Mascots, Symbol and Logos to Build an Iconic Brand. [Artikel Web]. Diakses dari www.brandignity.com

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