ABSTRACT
ANALISIS STRATEGI BRANDING WARUNG KOPI GRIYA REYOG
TUA DALAM PELESTARIAN BUDAYA REYOG PONOROGO
A.S. Ayyub Al-Madani
22241050

The rapid development of the culinary industry has encouraged the emergence of various cafe or coffee shop concepts that tend to adopt a modern style and minimally promote local culture. This condition opens opportunities for business actors to present differentiation through culture-based branding strategies. Griya Reyog Tua exists as a thematic coffee shop that promotes the culture of Reyog Ponorogo as its main identity. This study aims to analyze Griya Reyog Tua's branding strategy in preserving the culture of Reyog Ponorogo. This study uses a descriptive qualitative approach with data collection techniques through interviews, observation, and documentation. The analysis was conducted using Sicco van Gelder Brand Expression theory (2003) which includes brand positioning, brand identity, and brand personality. The results show that Griya Reyog Tua has succeeded in building a brand positioning as a culture-based coffee shop that emphasizes the experience, education, and preservation of Reyog culture, not just the products offered. Brand identity is formed strongly through visual elements such as Reyog artifacts, room naming, traditional concepts, antiques, as well as non-visual elements such as the use of Reyog gamelan music that strengthens the cultural experience. Meanwhile, the resulting brand personality reflects the calm, classic, and traditional character of the place, with a strong cultural feel, creating an emotional experience for visitors. Overall, the implemented branding strategy demonstrates a strong connection between brand
positioning, brand identity, and brand personality as a unified brand expression. The culture-based branding implemented not only serves as a business differentiation strategy but also serves as a medium for preserving the culture of Reyog Ponorogo.

Keywords: branding strategy, old reyog house, cultural preservation, reyog ponorogo