An Analysis of Meaning in English Menu as a Strategy in Shaping the Brand Image at TONES No. 6 Café.NPM:217010002

Siti Nurulaila, Indiana Ayu Alwasilah.M.Pd (2025) An Analysis of Meaning in English Menu as a Strategy in Shaping the Brand Image at TONES No. 6 Café.NPM:217010002. Skripsi(S1) thesis, Sastra Inggris.

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Abstract

This study eximines “An Analysis of Meaning in English Menu as a Strategy in Shaping the Brand Image at TONES No. 6 Café.” It focuses on two aspects: (1) the contribution of English menu naming to brand image formation, and (2) the extent to which consumers understand or misinterpret those menu names. Using a descriptive qualitative method, data were gathered through interviews, observations, and documentation involving three visitors, a barista, and the café’s operational manager. Data validity was ensured through source and technique triangulation. The findings show that English menu naming is intentionally aligned with the café’s vintage music theme, helping to build a modern, international brand image, especially appealing to young urban audiences. This strategy reflects Heller’s (2010) theory of language as a symbolic resource that shapes identity and market value in globalization. The creative English menu names function not only as branding tools but also as triggers of curiosity and interaction, enhancing customer experience. However, some customers face initial confusion due to unfamiliar terms, prompting them to ask staff for clarification. While this fosters social interaction, it also shows the need for clearer descriptions. Overall, the strategy effectively supports branding and creates a distinct identity, but it requires a balance between creativity and accessibility to ensure all visitors can engage with the brand. This research is expected to contribute to a better understanding of how language can influence the business Keywords: English menu naming, brand image, café branding strategy, customer understanding

Item Type:	Thesis (Skripsi(S1))
Subjects:	S1-Skripsi
Divisions:	Fakultas Seni dan Sastra > Sastra Inggris 2025
Depositing User:	mr FISS-Oman -
Date Deposited:	05 Nov 2025 01:26
Last Modified:	05 Nov 2025 01:26
URI:	http://repository.unpas.ac.id/id/eprint/81697

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