Branding Strategy Without Brand Name and Logo Case Study of Tobacco Industry Campaign

Swaratama, Elfa (2019) Branding Strategy Without Brand Name and Logo Case Study of Tobacco Industry Campaign. Journal of the International Academy for Case Studies, 25 (1). pp. 1-6. ISSN 1532-5822

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Abstract

The author presents a study case of Tobacco Industry branding strategy after Government Regulation of Republic Indonesia number 109 of 2012 Article 36, which prohibit tobacco company to show their brand name and logo in their sponsored activities advertisements. The purpose of this study is to find out the possibilities of some brand identities absence while still maintain its brand equity to audiences. This study use Go Ahead Challenge poster from 2014 until 2017 that sponsored by Sampoerna A Mild cigarettes brand but doesn’t show those tobacco company brand name and logo. The visual identification system of Go Ahead Challenge poster itself shows similarities with Sampoerna A Mild brand identities, like symbols, color, typography and logo-mark and it reflected their audiences

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