PERAN BRANDING BAGI PENCIPTAAN IMAGE BATIK 3 NEGERI SOLO KARYA KELUARGA TJOA
Keywords:batik tiga negeri, Tjoa's family, brand, branding
Batik Tiga Negeri is an Indonesian adiwastra that is still considered a mystery. Why? Because its history is still not completely clear. Batik Tiga Negeri is believed to have undergone a coloring process in three different cities, first in Lasem for red color, Pekalongan for the blue color, and finally in Solo for sogan or brown color. Therefore, the production journey of one batik Tiga Negeri will take a total of 650 km. The Tjoa family started producing batik Tiga Negeri in 1910, but it was regrettable that in 2014, the family had stopped the production because they have no successors. The Tjoa family stated that they named after their batik based on the legendary Sam Kok story from China known as the Three Kingdoms. Therefore, the batik Tiga Negeri, created by the Tjoa family, is a brand that is then attached to the legendary batik Tiga Negeri through the branding process. This study will analyze how Batik 3 Negeri Tjoa Family's brand and branding process can help build a brand image to strengthen the batik 3 Negeri Tjoa family's brand value. The researcher conducted a qualitative descriptive method to explore batik 3 Negeri of the Tjoa family through literature studies on batik Tiga Negeri and interviews with batik experts and enthusiasts complemented by literature studies on brand theory and branding. The results reveal the strength of the Tjoa family Batik 3 Negeri Solo's brand and branding process, which had been carried out for three generations, had succeeded in elevating their batik products into known to have aesthetic value and high quality and became the leading choice for the Sundanese in West Java.
N. S. Djoemena, Ungkapan Sehelai Batik: Its Mystery and Meaning. Djambatan, 1990.
A. Malagina, “Adiwastra Tiga Negeri,” National Geographic Indonesia, pp. 22–39, Feb. 2018.
P. van Roojen, Batik Design. Amsterdam: The Pepin Press BV, 2001.
P. Kottler and G. Armstrong, Principles of Marketing, 14th ed. Prentice Hall, 2012.
M. Neumeier, The Dictionary of Brand. AIGA CENTER FOR BRAND EXPERIENCE, 2014.
A. Wheeler, Designing brand identity: an essential guide for the entire branding team, 5th ed. Hoboken: John Wiley & Sons Inc, 2018.
M. Institute, The Official MIM Academy Coursebook: Brand Operation. Erlangga, 2010.
T. Alisyahbana, “The true stories behind batik Tiga Negeri or Three Counties batik,” 2018. https://observerid.com/the-true-stories-behind-batik-tiga-negeri-or-three-counties-batik/ (accessed Aug. 29, 2020).
M. Nastain, “Branding Dan Eksistensi Produk (Kajian Teoritik Konsep Branding Dan Tantangan Eksistensi Produk),” CHANNEL J. Komun., vol. 5, no. 1, pp. 14–26, 2017, doi: 10.12928/channel.v5i1.6351.
B. Gratha, Batik 3 Negeri Solo: Sebuah Legenda. Jakarta: Pt. Astra Graphia Tbk, 2018.
How to Cite
Copyright (c) 2021 Sandy Rismantojo, Christine Claudia Lukman, Jesslyn Valeska
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The author's copyright in the Bahasa Rupa Journal, assigns that the publication of published articles is owned by the editorial board with the author's approval, but the rights are still with the author. The legal rules for accessing digital electronic articles are under license Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0), which means that the Bahasa Rupa Journal has the right to store, modify, manage databases, maintain and publish articles without the author's permission, but the author as the copyright holder is still written as it is. Articles published in Bahasa Rupa Journals, both in hard and soft copy forms are available as open access, for educational, research and library purposes, and beyond that purpose, the editorial board of the Language and Language Journal is not responsible for illegal copyright infringement. This journal also applies LOCKSS and CLOKSS archiving.