Proposed Customer-based Brand Equity (CBBE) Strategy for Railway Courier Service – Case Study: Rail Express of PT Kereta Api Indonesia

Fahmi Aulia Rahman; Nita Garnida

doi:10.24018/ejbmr.2021.6.1.670

Proposed Customer-based Brand Equity (CBBE) Strategy for Railway Courier Service – Case Study: Rail Express of PT Kereta Api Indonesia

European Journal of Business Management and Research ◽

10.24018/ejbmr.2021.6.1.670 ◽

2021 ◽

Vol 6 (1) ◽

pp. 1-5

Author(s):

Fahmi Aulia Rahman ◽

Nita Garnida

Keyword(s):

Brand Equity ◽

Brand Image ◽

Low Cost ◽

Distribution Channel ◽

Product Distribution ◽

Brand Awareness ◽

Target Market ◽

Integrated Marketing ◽

Railway Transportation ◽

Courier Service

PT Kereta Api Indonesia (KAI) is a railway transportation service provider in Indonesia. In 2019, KAI launched railway courier service to support logistic sector, called Rail Express. Despite the advantages of railway courier service in providing low-cost fee and minimum risk of time delay and accident, low market penetration indicates brand awareness in the market is still very low. The main objective of this study is to develop customer-based brand equity strategy for railway courier service, by using Rail Express as the case to carry out the research. This study used a series of qualitative method research to fully comprehend the business situation and propose the solution to the business problem. First, in-depth interviews were conducted to the management and staff of KAI to assess external and internal environments of railway courier service. Second, focus group discussions were conducted to gain consumers’ insight related to brand awareness and brand image of Rail Express. The discussion was attended by 16 participants that represent Rail Express target market of e-commerce buyer and seller. Third, this study used TOWS matrix to generate business solution alternatives based on previous analysis findings. As the result, this study formulated three main strategies to build customer-based brand equity: first, integrated marketing communication to establish brand awareness by increasing brand recall and brand recognition; second, brand repositioning to establish brand image by developing brand associations related to positive image and technology; and third, improvement on existing marketing mix, i.e., product, distribution channel, and price strategies.

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INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT

International Journal of Entrepreneurship and Management Practices ◽

10.35631/ijemp.415002 ◽

2021 ◽

Vol 4 (15) ◽

pp. 23-41

Author(s):

Nahda Ihzaturrahma ◽

Nurrani Kusumawati

Keyword(s):

Purchase Intention ◽

Brand Image ◽

Sales Promotion ◽

Brand Awareness ◽

Target Market ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Fashion Products ◽

Fashion Brand

Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion products by using smart PLS analysis. This time, the object of the questionnaire this time is using a local brand from Dama Kara. Six hypotheses are proposed based on the needs you want to analyse and a quantitative approach was adopted with 215 respondents. This study confirmed that one of the most influential factors on purchase intention towards local fashion products is sales promotion, in which people will purchase local fashion products if they get many promotions that are offered from the local fashion brand they want to buy. According to the data processing results, there are two aspects that influence brand image and brand awareness: advertising and sales promotion. Thus, this finding highlights the need to analyse many local fashion brands in Indonesia more deeply and more specifically so that they can find out the problems that occur in each local fashion brand in Indonesia and get perspectives from various consumers from various local fashion brands. These findings from this research will be used as a recommendation for the Look at Me brand to develop a sustainable marketing strategy for the more specific Indonesian target market with methods from integrated marketing communication.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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Influence of Advertisement Message on Fitbar Billboard Towards Brand Awareness and Its Implication to Brand Image

Humaniora ◽

10.21512/humaniora.v7i1.3489 ◽

2016 ◽

Vol 7 (1) ◽

pp. 63

Author(s):

Yuliana Riana Pand ◽

Wiliany Gui

Keyword(s):

Path Analysis ◽

Brand Image ◽

Brand Awareness ◽

Target Market ◽

Message Content ◽

Nutritional Content ◽

Analysis Techniques ◽

Message Structure ◽

The Media ◽

Message Format

The assumption that snacks could cause problem in diet and bodyweight, makes this study interesting. Because this product, Fitbar, appears on the market as a healthy snack that is contrary to this assumption. This product is about to prove that there is a healthy and tasty snack as snacks. Marketing communications through advertising billboards with the media aims to reach the target market. Fitbar billboard ads convey the message content in the form of information about the attributes and benefits of products such as nutritional content and product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message) to variable Y (brand awareness) and its implications on the variable Z (brand image). The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message) and Y (brand awareness) to variable Z (brand image) amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image.

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Building Brand Equity through Corporate Societal Marketing

Journal of Public Policy & Marketing ◽

10.1509/jppm.21.1.78.17600 ◽

2002 ◽

Vol 21 (1) ◽

pp. 78-89 ◽

Cited By ~ 407

Author(s):

Steve Hoeffler ◽

Kevin Lane Keller

Keyword(s):

Brand Equity ◽

Brand Image ◽

Brand Awareness ◽

Future Research ◽

Research Directions ◽

Brand Engagement ◽

Brand Credibility ◽

Future Research Directions ◽

Research Propositions ◽

Key Questions

Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.

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The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity

Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy - Advances in Business Strategy and Competitive Advantage ◽

10.4018/978-1-5225-6307-5.ch019 ◽

2019 ◽

pp. 442-462 ◽

Cited By ~ 1

Author(s):

Ismail Erkan ◽

Mehmet Gokerik ◽

Fulya Acikgoz

Keyword(s):

Brand Equity ◽

Structural Equation Modelling ◽

Structural Equation ◽

Brand Image ◽

Purchase Intentions ◽

Brand Awareness ◽

The Internet ◽

Proposed Model ◽

Value Model ◽

Practical Implications

The advent of Facebook brought a new aspect for advertising since it allows ads to reach more targeted users on the internet. However, although the ads on Facebook have been found influential on consumers' purchase intentions, the possible impacts on brands have been relatively neglected. The purpose of this research is therefore to investigate the impacts of Facebook ads on brand image, brand awareness, and brand equity. With this purpose, a conceptual model was developed based on the advertising value model (AVM). The research model was tested by means of structural equation modelling (SEM) with the help of surveys applied for 194 university students. The results support the proposed model and confirm that Facebook ads play an important role on brand image, brand awareness, and brand equity. Theoretical and practical implications are discussed.

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Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Sustainability ◽

10.3390/su12051958 ◽

2020 ◽

Vol 12 (5) ◽

pp. 1958 ◽

Cited By ~ 1

Author(s):

Feng Xu ◽

Yuli Bai ◽

Shuaishuai Li

Keyword(s):

Brand Equity ◽

Brand Image ◽

Mediating Effect ◽

Total Effect ◽

Brand Awareness ◽

Brand Value ◽

Brand Trust ◽

Brand Engagement ◽

Brand Quality ◽

Theory Of Value

Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

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The role of brand equity in increasing buying interest

Management Science Letters ◽

10.5267/j.msl.2021.3.009 ◽

2021 ◽

pp. 1999-2010

Author(s):

Gita Sugiyarti ◽

Aris Mardiyono

Keyword(s):

Structural Equation Modeling ◽

Brand Equity ◽

Structural Equation ◽

Brand Image ◽

Sales Promotion ◽

Brand Awareness ◽

Equation Modeling ◽

Significant Positive Effect ◽

Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

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Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor)

Jurnal Manajemen dan Organisasi ◽

10.29244/jmo.v1i1.14147 ◽

2016 ◽

Vol 1 (1) ◽

pp. 24

Author(s):

Fredie Pratama ◽

Jono M. Munandar

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Growing Up ◽

Brand Association ◽

Strong Position ◽

Market Leader ◽

High Level

Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people’s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers’ minds. The objective of this research is to analyze Pocari Sweat’s brand equity. It covers several elements: brand awareness, brand association, brand’s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn’t have a strong brand loyalty yet.

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Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta

The Winners ◽

10.21512/tw.v9i1.731 ◽

2008 ◽

Vol 9 (1) ◽

pp. 62

Author(s):

Masruroh Masruroh ◽

Awin Indranto

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Research Method ◽

Sampling Method ◽

Brand Image ◽

Student Perception ◽

Research Result ◽

Sampling Technique ◽

Brand Awareness ◽

Brand Association

Article measured the element of RCTI brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. The used research method was descriptive, this research desribe 400 student perception from four private universities in Jakarta on the RCTI brand equity in last 2005. The used sampling method was probability sampling using proportionate stratified random sampling technique. The brand awarness research result shows that RCTI brand is in the first level on top of mind level with 50,25% of the respondent. For the brand association, there are three associations that formed brand image of RCTI, which are RCTI Oke, Indonesian Idol, and Seputar Indonesia.

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PENGARUH PERCEIVED QUALITY, BRAND AWARENESS, BRAND IMAGE TERHADAP BRAND LOYALTY DALAM INDUSTRI PERBANKAN SYARIAH

Media Bisnis ◽

10.34208/mb.v12i1.907 ◽

2021 ◽

Vol 12 (1) ◽

pp. 89-100

Author(s):

NUNO SUTRISNO ◽

SATRIA NURRAHMAT

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Sampling Method ◽

Brand Image ◽

Sampling Technique ◽

Perceived Quality ◽

Brand Awareness ◽

Islamic Banking ◽

Analysis Technique ◽

Sample Data

The purpose of this study was to determine the effect of Perceived Quality, Brand Awareness, Brand Image on Brand Loyalty at Bank Muamalat in DKI Jakarta. The research method used in this research is through a survey. The data were analyzed quantitatively and used a causal research design. The sampling method used in this study is to use Non-Probability Sampling with purposive sampling technique. All sample data obtained by distributing questionnaires totaled 113 respondents and will be processed using SPSS 23 software. The data analysis technique used in this research is multiple linear regression. The results of this study indicate that Perceived Quality, Brand Awareness and Brand Image have an influence on Brand Equity. This research is expected to provide input or suggestions to Islamic Banking, especially Bank Muamalat which is the object of this research, in order to increase its market share in the Islamic banking industry in Indonesia.

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