The Power of Merchandise in Building the Image of Universitas Negeri Padang

DOI

10.2991/assehr.k.200819.070How to use a DOI?

Keywords

Merchandise, Branding and Aesthetic, visual communication, fine art product

Abstract

This article aims to describe the role of merchandise in building and developing the impression of an institution, including in developing the reputation of a university. In specific, this article analyzes the strength of merchandise in introducing Padang State University at the national and international levels. As a state institution located in Padang, Padang State University is a higher education institution developing towards the State University with Legal Entity (PTNBH). To get to the status of a legal entity, it needs sustainable development, particularly in implementing the Tri Dharma of University, including introducing Padang State University to the country and abroad. The procurement of merchandise is seen as one system that can build the image of Padang State University to the prospective students and community members. The approach used in this article is the merchandise as a reference in developing the concept of souvenirs that have meaning for those who receive them. Besides, the concept of branding is required as well to provide a deeper understanding of the target audience in appreciating Padang State University as a university. This merchandise system is also conceptualized with an aesthetic approach related to the existence of Padang State University in elevating education in Indonesia. The merchandise designing method used is the Research and Development method that can break down the design procedure in a comprehensive manner, obtaining merchandise that can meet the requirements in promoting Padang State University to the target audience. The output of this design is the prototype of a tote bag, sling bag, t-shirt, keychain, leather pin, and sticker. This article is presented in the International Conference on Language and Arts (2019).

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Eko Purnomo
AU  - Syafwandi
PY  - 2020
DA  - 2020/08/19
TI  - The Power of Merchandise in Building the Image of Universitas Negeri Padang
BT  - Proceedings of the Eighth International Conference on Languages and Arts (ICLA-2019)
PB  - Atlantis Press
SP  - 343
EP  - 346
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200819.070
DO  - 10.2991/assehr.k.200819.070
ID  - Purnomo2020
ER  -