Using Design to Build Brand Image Case Study: Playroom Design of Children???s Dairy Product in Hospital

Using Design to Build Brand Image Case Study: Playroom Design of Children???s Dairy Product in Hospital

Author		: RIZKA RACHMAWATI; WIRANIA SWASTY
Published on	: International Conference on Creative Industry

Abstract

This paper discusses the creative strategies to build brand image which is intended to increase consumer brand awareness as well as sales. This paper uses qualitative approaches i.e. observation, focus group discussion and in-depth interview. Brand image which is now adopted by many children dairy products applied in logos, packaging, and advertising in the media. The study finds that the mothers with children, in this case, prefer to rely on information from health institutions than advertisements in the media. It is necessary a new strategy for dairy products in order to build a brand image to increase brand awareness, one of them is cooperating with health institutions. The paper describes that building playroom facilities in health institutions such as clinics and hospitals, can improve the brand image of the children’s dairy products because these facilities are often visited by mothers and the children. Maximizing children’s playroom facilities as brand image can be done by applying design elements in accordance with the basic concept of the product itself. With a maximum design and collaboration with health institutions, children’s playroom facilities can convince mothers to use dairy products which eventually increase product sales.