Strategi Branding Menggunakan Identitas Budaya Bali dalam Desain Interior

Abstract

Branding strategy on the interior space, is one of the core element to improving consumer interactions with the brand concept. Interior space became as communication medium and the embodyment of the brand value, brand identity and marketing strategy of Balinese restaurant brand. As an ethnic restaurant, the mission of Balinese restaurant instead to introducing the Balinese traditional culinary, but also becoming as cultural ambassador for cross-cultural consumer. In that case, branding strategy in Balinese restaurant are using traditional artifact as interior elements (lay out, decoration etc) which meaning has developed from the origin. Thus arises the finding in this research is to find out the role and position of design (interior and architecture) in the branding strategies of restaurant in Bali and analizing the development of meaning and value instead of the artifact which used as interior elements in Balinese restaurants. Key words: Balinese Restaurant, Circuit of Culture, Branding Strategy, Balinese Traditional Architectur