Manajemen Brand dalam Industri Film Indonesia:(Studi kasus Proses Komunikasi Brand Film Filosofi Kopi dalam Manajemen Brand Film Filosofi Kopi)

Aghnia Rahma , Novi Kurnia

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Film products that evolved into a brand is not a new thing in the world film industry. The phenomenon began to occur in Indonesia as well nowadays, Filosofi Kopi The Movie is one of them. Starting from Angga Dwimas Sasongko’s strong determination to lift the Filosofi Kopi’s short story written by Dewi Lestari in a movie, it turned into a business ecosystem which raised the value of a brand in it. The name of Filosofi Kopi has been widely recognized by the public society. Now, it even has some its own various kind of business dimensions, starting from the coffee shop, merchandising, digital platforms, and a sequel. Such a development, it can be said to be very good, considering not many Indonesian movies could develop their brand as wide as the Filosofi Kopi has reached so far. Even in terms of quality, Filosofi Kopi proved itself by winning a number of awards. It leads to an interesting study how Filosofi Kopi, a movie brand in Indonesia, able to communicate and recognized by the public society. Therefore, the formulation of the problem of this research is how is the brand communication process of Filosofi Kopi The Movie (2015) in order to build brand management of Filosofi Kopi The Movie? Based on the performed analysis, it found out that in the process of its brand communication, FIlosofi Kopi communicate according to its background and its characteristics as a collaborative brand. Likewise, in terms of channel selection in the form of the use of all elements of the brand, Filosofi Kopi influenced by its background and characteristics as well. This is because the management system of Filosofi Kopi is collaborative, that’s all decisions based on the results of coordination. In using all of the elements of its brand, Filosofi Kopi has departed from the same vision of promoting Indonesian coffee by increasing people's appreciation about it. Broadly speaking, the channel used by Filosofi Kopi has communicated the same message. In fact the Filosofi Kopi The Movie has been successfully used all elements of its brand and be able to make new breakthrough through the digital platforms. Keyword: brand communication, brand management, film brand, filosofi kopi

Kata Kunci : Film - Indonesia