BRANDING STRATEGY THROUGH PROFILE VIDEOS: A DESCRIPTIVE STUDY ON ESTABLISHING THE IMAGE OF DUKUH PLOSO AS AN ‘EMPOWERED DUKUH

Abstract

The widespread development of the digital era has brought various new innovations to branding activities. One of them is through profile videos, which are an increasingly popular form of audio-visual content used as a means of shaping images, including the image of a place. This research aims to explore and analyze the branding strategy through profile videos in shaping the image of Dukuh Ploso as an “Empowered Dukuh.” By focusing on the discussion of the process of making videos and the resulting sustainability impacts. This research was prepared using a descriptive qualitative method with data obtained from observation, interviews, documentation, and literature studies. As for the implementation method, it is carried out through the preparation and observation process, interviews and the realization process. The results of this research show that the process of making a branding video of Dukuh Ploso is carried out through three main stages, namely pre-production, production and post-production by presenting the potential and main sectors owned by Dukuh Ploso to highlight its image. In addition, the impact of making a video profile of Dukuh Ploso not only serves as a means of promotion and introduction to outside audiences but also as a medium that encourages people to continue to innovate and increase their potential, especially those related to the main commodities they have. The results of the research are expected to make a new contribution to the field of study around the formation of branding, especially in the context of developing the image of a place. In addition, the results of this study are also expected to be a practical recommendation for the development of an effective branding strategy for Dukuh Ploso and other hamlets that face similar problems.