Selling the Past: Using Oral History for Branding Strategies Dampit Coffee

DOI

10.2991/978-2-38476-624-6_26How to use a DOI?

Keywords

Oral history; Branding; Dampit Coffee

Abstract

Selling memories has become an important marketing strategy in contemporary era, as consumers increasingly seek not only to enjoy a product but also to discover the story behind it. This study aims to integrate oral history as both a method and a historical source with a branding strategy based on Anholt’s Hexagon Model as a form of applied historiography that extends the practical use of history, particularly as a branding medium for Dampit Coffee. This study employs a qualitative approach using a literature review and conceptual analysis to examine the potential of oral history as both a method and a historical source in the branding strategy of Dampit Coffee. The findings indicate that oral history can support the branding of Dampit Coffee by transforming historical narratives into multimedia-based storytelling within the framework of Anholt’s Hexagon Model.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Lutfiah Ayundasari
PY  - 2026
DA  - 2026/10/19
TI  - Selling the Past: Using Oral History for Branding Strategies Dampit Coffee
BT  - Proceedings of the 3rd International Conference on History, Social Sciences, and Education (ICHSE 2026)
PB  - Atlantis Press
SP  - 381
EP  - 391
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-624-6_26
DO  - 10.2991/978-2-38476-624-6_26
ID  - Ayundasari2026
ER  -