Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)

Branding Strategy of Bulls Syndicate as Clothing Motorcycle Worshiper

Authors
Hafidz Haykal1, Palupi Palupi2, *
1,2Communication Science Department, Universitas Muhammadiyah Surakarta
*Corresponding author. Email: palupi@ums.ac.id
Corresponding Author
Palupi Palupi
Available Online 9 May 2022.
DOI
https://doi.org/10.2991/assehr.k.220501.011How to use a DOI?
Keywords
Branding; Branding Strategy; Clothing Branding
Abstract

Bulls Syndicate operates various branding strategies to introduce the brand to a wide audience. Bulls Syndicate is a clothing brand with a motorcycle design in Solo City, Central Java. Bulls Syndicate establishes a branding strategy amid the intense competition among clothing industries. In executing branding strategy, Bulls Syndicate optimizes various techniques that they have been going through to fit the branding objectives. The purpose of this study is to explore the Bulls Syndicate branding strategy as a clothing motorcycle worshiper. This research is classified as descriptive research with a qualitative approach. Data were collected through interviews and observations, and supported by documentation. The informants of this research involved the store manager of Bulls Syndicate and the branding team of Bulls Syndicate. The results show that the branding strategy of Bulls Syndicate completely utilized eight out of eleven characteristics of the branding strategy. The activities include those focusing on specialization in driving products, upholding the authenticity, and quality of the product. These are the branding strategies of the motorcycle-oriented clothing store, Bulls Syndicate.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
9 May 2022
ISBN
978-94-6239-574-9
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220501.011How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Hafidz Haykal
AU  - Palupi Palupi
PY  - 2022
DA  - 2022/05/09
TI  - Branding Strategy of Bulls Syndicate as Clothing Motorcycle Worshiper
BT  - Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)
PB  - Atlantis Press
SP  - 89
EP  - 98
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220501.011
DO  - https://doi.org/10.2991/assehr.k.220501.011
ID  - Haykal2022
ER  -