of advertising strategies for the Armenti Coffee House will go through a series of branding and
promotional activities, with a creative strategy approach and the media. The AISAS method is
believed to be the most appropriate to carry out this activation because this method was created
effectively by observing the behavior of the target audience (Sugiyama & Andree 2011).
2 RESEARCH METHODS
The methodology used in this study was the qualitative data approach utilizing observation activities
by making observations to gain empirical experience, understand the context of the data, and
discover the situations that occur in the field. First, such observations were done by visiting the
Armenti Coffee House which is located on Jl. Reog No.6A, Turangga, Bandung, to meet staff
and observe the situation in the café. Second, interviews are conducted to obtain information or
ideas to gain deeper understanding. In this interview method, the writer interviewed the Head of
the Business Unit at the Armenti Coffee House, Mr. Dwi Anggiadi. Finally, method was literature
study. The authors used book sources, journals and other sources for reference.
3 RESULT AND DISCUSSION
In the creative strategy, the authors first analyze the brand value using the SWOT matrix. After
analyzing the matrix, the authors use the strength and opportunity matrix to enhance the chances
to compete with other competitors. In the media strategy, the author uses the AISAS method to
project the effective media to approach the target audience.
As stated by Kotler et al. (2016), branding is a process of providing brand strength or value to
products and services. This is to facilitate the identification and make a difference in the product.
So, branding needs to be done so that Armenti has brand strength and a striking difference compared
to its competitors through its messaging and visual aspects.
Tagline. The authors designed the tagline for the Armenti Coffee House based on the analysis
of the S-O strategy. This tagline is useful for influencing customer buying behavior by evoking an
emotional response. Also, the tagline contains the positioning of the company, thus differentiating
it from its competitors (Swasty 2016). The tagline for Armenti is “Ragam Literasi Rasa.”
Logo. In the process of activating branding conducted for the Armenti Coffee House, a new
logo is formed to facilitate the delivery of messages to be conveyed by Armenti. The logo itself
is the character or identity of a product or service (Pratiwi & Sumargono 2019). The formation
of a new logo helps to make Armenti a cultural icon, participate in building ownership, and value
development (Budeimann 2010).
Figure 1. Armenti’s new logo. (Source: Personal).
Mascot. The mascot was formed on the branding strategy to facilitate the target audience to
associate the Armenti Coffee House. Besides, according to Delbare in Hoolwerff (2014), the
formation of a mascot can bring brand attributes or the value of the Armenti itself.
Promotion. Regarding the concept of promotion, Armenti has to communicate with its target
audience to inform, persuade, and remind consumers about the products and brands they sell. The
authors use the AISAS method to adequately influence the target audience.
232
promotional activities, with a creative strategy approach and the media. The AISAS method is
believed to be the most appropriate to carry out this activation because this method was created
effectively by observing the behavior of the target audience (Sugiyama & Andree 2011).
2 RESEARCH METHODS
The methodology used in this study was the qualitative data approach utilizing observation activities
by making observations to gain empirical experience, understand the context of the data, and
discover the situations that occur in the field. First, such observations were done by visiting the
Armenti Coffee House which is located on Jl. Reog No.6A, Turangga, Bandung, to meet staff
and observe the situation in the café. Second, interviews are conducted to obtain information or
ideas to gain deeper understanding. In this interview method, the writer interviewed the Head of
the Business Unit at the Armenti Coffee House, Mr. Dwi Anggiadi. Finally, method was literature
study. The authors used book sources, journals and other sources for reference.
3 RESULT AND DISCUSSION
In the creative strategy, the authors first analyze the brand value using the SWOT matrix. After
analyzing the matrix, the authors use the strength and opportunity matrix to enhance the chances
to compete with other competitors. In the media strategy, the author uses the AISAS method to
project the effective media to approach the target audience.
As stated by Kotler et al. (2016), branding is a process of providing brand strength or value to
products and services. This is to facilitate the identification and make a difference in the product.
So, branding needs to be done so that Armenti has brand strength and a striking difference compared
to its competitors through its messaging and visual aspects.
Tagline. The authors designed the tagline for the Armenti Coffee House based on the analysis
of the S-O strategy. This tagline is useful for influencing customer buying behavior by evoking an
emotional response. Also, the tagline contains the positioning of the company, thus differentiating
it from its competitors (Swasty 2016). The tagline for Armenti is “Ragam Literasi Rasa.”
Logo. In the process of activating branding conducted for the Armenti Coffee House, a new
logo is formed to facilitate the delivery of messages to be conveyed by Armenti. The logo itself
is the character or identity of a product or service (Pratiwi & Sumargono 2019). The formation
of a new logo helps to make Armenti a cultural icon, participate in building ownership, and value
development (Budeimann 2010).
Figure 1. Armenti’s new logo. (Source: Personal).
Mascot. The mascot was formed on the branding strategy to facilitate the target audience to
associate the Armenti Coffee House. Besides, according to Delbare in Hoolwerff (2014), the
formation of a mascot can bring brand attributes or the value of the Armenti itself.
Promotion. Regarding the concept of promotion, Armenti has to communicate with its target
audience to inform, persuade, and remind consumers about the products and brands they sell. The
authors use the AISAS method to adequately influence the target audience.
232