A Review: Brand Loyalty towards Interior Branding R. Mekar Liza Ramadhina, Susy Budi Astuti
Departemen Desain Interior, Institut Teknologi Sepuluh Nopember
Keputih, Sukolilo, Surabaya, Jawa Timur 60117
Abstract
Branding is the process of conveying the message and value of a brand to the public as customers. Interior branding is one of various branding strategies, which specifically refers to the implementation of branding through interior spaces. Interior branding functions to communicate the vision of a brand into a space (which is generally commercial), where its application includes three main aspects, namely clear vision, unique story, and energy. This connection then creates an opportunity related to measuring the success of the branding process by implementing the interior branding itself. The method used is a Literature Review on international journal pages with references related to theories of interior branding, branding, and brand loyalty. The findings show that there are many aspects that can be indicators of the success of the branding process. In the interior branding strategy itself, brand loyalty theory is the most relevant to be used as a theoretical basis for a concept for testing the success of implementing interior branding.
