ANALISIS KONSEP INTERNAL RELATIONS DALAM MEMBENTUK BRAND IDENTITY BATIK LANANG WADON PONOROGO

This research is motivated by the phenomenon of Batik Lanang Wadon Ponorogo
as a local batik MSME that maintains its existence by upholding regional cultural
values through a unique brand identity. The formation of the Batik Lanang Wadon
brand identity is not carried out through formal modern marketing strategies, but
through active involvement in various external activities that emphasize direct
interaction and also through internal relationships between owners, employees and
craftsmen. This study aims to analyze the concept of internal relations in forming
the Batik Lanang Wadon brand identity using the Kapferer brand identity prism
theoretical framework based on six aspects, namely physique, personality, culture,
relationship, reflection, and self-image. This study uses a descriptive qualitative
approach with data collection techniques through interviews, observation, and
documentation. Informants in this study consisted of owners, employees, craftsmen,
and consumers. The results of this study indicate that internal relations play a major
role in the formation and strengthening of the Batik Lanang Wadon brand identity.
Internal relationships that are open, personal, and familial allow brand values to
be internalized into production activities, services, and communication with
consumers. In terms of physique, internal relations contribute to maintaining the
consistency of the brand's visual elements, but there are limitations in physical
facilities and legal protection of the brand. The brand's personality aspect is
reflected in the blend of traditional and modern values, but faces challenges in the
form of differing perspectives among internal parties. In terms of culture, local
cultural values in motifs have been deeply embedded internally, but have not been
fully conveyed optimally to consumers. The relationship aspect is formed through
direct interactions that create personal closeness, although hampered by the
separation of production and store locations, as well as the suboptimal use of digital
media. In terms of reflection and self-image, it is formed through consumer
perceptions that feel proud to wear batik with local culture packaged in a modern
way, but there are limitations in communication and marketing facilities due to the
absence of an official marketplace.
Keywords : Internal Relations, Brand Identity, Batik, Lanang Wadon