Open AccessANALISIS IDENTITAS VISUAL PADA IKLAN FASHION BRAND INTERNASIONAL DKNY
Author(s) -
Sandy Rismantojo
Publication year - 2018
Publication title -
serat rupa journal of design/serat rupa
Language(s) - English
Resource type - Journals
eISSN - 2477-586X
pISSN - 2338-3348
DOI - 10.28932/srjd.v1i1.439
Subject(s) - advertising , brand identity , brand management , icon , business , brand awareness , corporate branding , brand extension , brand equity , brand image , order (exchange) , reading (process) , political science , computer science , finance , programming language , law
Brand Identity and brand image are important parts of the branding process that must be managed in a sustainable way in order to seek and gain attention from their target audience. Life and death of a fashion brand depends on how the brand manages its image, products and how the brand establishes an intense relationship with its target audience. DKNY is an internationally renowned fashion brand that can be said to have succeeded in managing its brand identity and brand image by developing visual characteristic that no other fashion brand has. This essay will deeply analyze the DKNY’s visual characteristic by reading the icons and index of DKNY fashion advertisings. Keywords: advertising; branding; fashion; icon; index