Branding using Video Storytelling Approach: Bungbulang’s Village Identity

Visual Communication Design Study Program Bandung, Bina Nusantara University, Bandung, West Java, Indonesia

^* Corresponding author: ratna.amalia@binus.edu

Abstract

The tourism sector is one of the most important aspects in its participation in building the economy of a country. Particularly in West Java, there are many places that can be developed, one of which is Bungbulang Village in Cianjur. However, Bungbulang Village faced many problems. Even though it has been declared a Tourism Village by the local government, it has not been known well by public. Some of the problems are the natural potential that has not been fully utilized, low education level, and below average economy. The pandemic causes a decrease in the level of visits to tourist areas. With these problems, community empowerment is necessary for the progress of Bungbulang Village. Increasing knowledge of the potential of nature and its care are vital, but no less important is the knowledge of branding so that Bungbulang Village is better known by the wider community. This research is expected to increase people’s knowledge about Bungbulang’s Village through video storytelling. The method used is descriptive qualitative with an ethnographic approach. Data was collected by interview and direct observation in Bungbulang Village. The research will produce video with storytelling approach as Bungbulang Village’s branding tool.