Visual Branding Analysis of Rusel Clutchbag in Improving Product Image Based on the AISAS Model

Abstract

In the highly competitive fashion industry, the importance of effective branding strategies is undeniable in attracting consumer attention and building a favorable product image. This study aims to investigate and analyze how the implementation of the AISAS model in the branding strategy of Rusel Clutchbag influences consumer perceptions. Employing a qualitative approach, this research examines in depth each stage of the AISAS model and how each stage contributes to enhancing the product image. The findings indicate that the AISAS model is effective in generating significant improvements in brand awareness, consumer interest, and customer loyalty toward Rusel Clutchbag. Therefore, this study provides a deeper understanding of how the application of the AISAS model assists Rusel Clutchbag in achieving success in managing its brand image within a highly competitive market. These findings offer valuable insights for fashion industry stakeholders in designing more effective branding strategies to attract consumers and build strong relationships with them.