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Please use this identifier to cite or link to this item: http://cdr.uum.edu.my/jspui/handle/123456789/145
Title: The Role of Digital Branding in Enhancing the Brand Equity Performance: A Case Study of Les Copaque Production
Authors: Mijan, Rohana
Abdullah, Noor Aziah
Keywords: Integrative Media Marketing;Creativity and Strategy in Advertising;Brand Management;Integrated Marketing Communication;Marketing Strategy & Analysis;Electronic Marketing;Brand equity;Brand management;Technology Acceptance Model;Digital branding
Issue Date: 2021
Abstract: The Les’ Copaque Production (LCP) birth at the end of December 2005 in the centre of Selangor, Shah Alam, Selangor. The owner cum Managing Director Tuan Haji Burhanuddin Md Radzi has different resume background. He was never involved in this creative industry even more in animation. Engineering is his passion. Eager to explore new things, he take a challenge and jumping to a totally new industry for him. This animation project is somehow called ‘last kopek’ derived from the Malay term that referring to the last card of him to take in a card game that he put all hopes and dreams on. To be universal and unique, they changed the brand name to Les’ Copaque. In the early 2000s, Malaysian been entertained by a Western superhero. From the scenario, he hink this is the time for them to create a Malaysian superhero that could represent Malaysian value. At the beginning of his project, he was struggling in the night bazaar and fighting the piracy activity in order to raise brand awareness, those were the days that resources are very limited. Luckily, his company fought well in the night bazaar. Soon after their brand association is strong enough to create a rational and emotional relationship, they move to the next level of branding strategy. The night bazaar activities had pushed them to upgrade their level of brand development strategies to broadcasting and deliberately digitalise all his umbrella brands and mediums. They had patent all the products to claim the copyright and create the brand uniqueness in the market. To reach the wide market with engaging content and communication, they utilised social media like Facebook, YouTube and Twitter organically. Social media’s role does help them to settle the brand crisis along the journey. Though it affected the brand image, yet the quality perceived since its inception does help the brand to sustain itself in the market. The loyal audience always is their “public relation officer” when comes to the promotion a new brand and settle down the crisis chaos. The transition efforts from analogue to digital branding paid off when they received numerous awards from local and international bodies. In 2020, they own the brand equity outstandingly when they received a diamond play button from YouTube after reaching the 10 million subscribers of the online video-sharing platform. It is cutting the jargon brand’s tracks. LCP leaving its trace behind the Malaysian youngsters.
URI: http://cdr.uum.edu.my/jspui/handle/123456789/145
Payment Link: http://epay.uum.edu.my/go.php?billcode=CDRCASE&productid=TC204-1
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