Brand Rejuvenation Design of Kecap Banteng

2020 ◽  
Vol 1 (1) ◽  
pp. 154-159
Author(s):  
Vincentia Audrey ◽  
Erwin Alfian
Keyword(s):  
Brand Equity ◽  
Brand Identity ◽  
Target Market ◽  
Business People ◽  
Local Product

Nowadays in this growing era, every company try to create innovative and creative things to attract millennials generation. Today situation makes business people try to reach millennials generation as their target market. Kecap Banteng is one of local product located in Cirebon, Indonesia. They had long history and still survive, even the rapid competition makes them almost collapsed in a few past years. Brand rejuvenation is one of branding activity to refresh old brand which is sick and almost die. The first strategy of brand rejuvenation is to refresh the brand identity to increase omset and income also refresh the brand equity of Kecap Banteng. Writer lift up this phenomenon and choose this topic with titled “Brand Rejuvenation Design of Kecap Banteng”. Writer hopes this brand rejuvenation could lift brand equity of Kecap Banteng in this era, compete with competitor and be the top-of-mind brand in Cirebon.

scholarly journals Perancangan Brand dan Publisitas Padepokan Seni Topeng Asmorobangun untuk Meningkatkan Ekuitas Merek

2020 ◽  
Vol 1 (2) ◽  
pp. 100-117
Author(s):  
Aditya Nirwana ◽  
Etsa Astridya Setiyati
Keyword(s):  
Brand Equity ◽  
Corporate Identity ◽  
Marketing Mix ◽  
Brand Identity ◽  
Target Market ◽  
Marketing Communication ◽  
The People ◽  
The Many ◽  
Identity System ◽  
Visual Marketing

Wayang Topeng Malangan is a valuable cultural asset with various potentials for the development of the nation's character, but the many people in Malang are still unaware. Getting to understand the studio is the entrance for the people to understanding Wayang Topeng Malangan, one of which is Padepokan Seni Topeng Asmorobangun. The aim of this research is to obtain a visual marketing communication design in the form of Asmorobangun brand, that can increase brand equity, as well as marketing media that can become a medium of information for Malang city people to understanding Wayang Topeng Malangan. With a customer-based marketing strategy (STP), and marketing mix (4P), the results is is the concept of design in the form of 'millenial', progressive, democratic, popular, which in itself offers value in a more progressive form. With visualizations communicating those positions, it is expected to foster brand equity in the target market of young people (men and women) at 18-25 years old, attend high school or college, be educated, familiar with technology, internet, and popular culture. Visualization of the concept, obtained brand identity such as logo, corporate color, typography, photography, illustrations, and supporting elements, and all of that implemented at ; 1) Poster; 2) Roll Banner; 3) Stationery; 4) Social media advertising; 5) Business Cards; 6) Corporate Identity System (CIS); 2) Site; and 3) Photo Books.

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals Consumer Perception about Selected Aspects of Global and Local Brands

2021 ◽  
Vol 12 (5) ◽  
pp. 761-775
Author(s):  
Dr. Trilok Pratap Singh
Keyword(s):  
Brand Equity ◽  
Personal Experience ◽  
Consumer Products ◽  
Consumer Perception ◽  
Brand Identity ◽  
Indian Market ◽  
Brand Meaning ◽  
Indian Consumers ◽  
Global And Local ◽  
The Relationship

The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.

scholarly journals Identity, Positioning, Brand Image and Brand Equity Comparison.

2017 ◽  
Vol 8 (4) ◽  
pp. 1246 ◽  
Author(s):  
Eduardo De Paula e Silva Chaves
Keyword(s):  
Brand Equity ◽  
Quantitative Research ◽  
Brand Image ◽  
Brand Identity ◽  
Identity Positioning

The management of marketing has as presupposition the understanding of the relations between market and consumption, as well as, the concepts related to the maximization of the results of the company. In this way, an article was elaborated in search of the understanding of the existing relations between brand identity, positioning, brand image and brand equity. In this context, qualitative-quantitative research was sought to describe the existing relationships between concepts, as well as the conceptual and managerial gaps arising from their management. As a result of this work we have the analysis of the conceptual and operational gaps of these concepts.

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

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.

scholarly journals How to Attract Millennials? Indonesian Sharia Banking Opportunities

2021 ◽  
Vol 18 ◽  
pp. 376-385
Author(s):  
Muammar Bakry ◽  
Rahman Ambo Masse ◽  
Lukman Arake ◽  
Muhammad Majdy Amiruddin ◽  
Abdul Syatar
Keyword(s):  
Marketing Strategy ◽  
Banking Sector ◽  
Descriptive Analysis ◽  
Field Research ◽  
Islamic Banking ◽  
Target Market ◽  
Islamic Banks ◽  
Business People ◽  
Banking Market ◽  
The Times

Age is often one of the factors determining the target market of a business. By knowing the potential customer's age, we determine what kind of marketing strategy should be proposed. Along with the times, many business people are eyeing millennials because of their consumptive lifestyle. It is not surprising that millenials have now dominated consumer databases. The facts have not skipped the attention of the sharia banking sector in Indonesia. This study aims to construct the opportunity for Bank Syariah Indonesia to grasp millennials as a market share. This study uses field research with qualitative methods, carried out by descriptive analysis. The data sourced from interviews and questionnaires. Islamic banks' opportunities to attract millennials include familiarity with Islamic banking products and contracts, momentum of Hijrah, digitizing Islamic banking, and unique segmentation. These opportunities can be taken into consideration in expanding the Islamic banking market in Indonesia.

Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity

2021 ◽  
pp. 227853372110249
Author(s):  
Milad Farzin ◽  
Marzie Sadeghi ◽  
Majid Fattahi ◽  
Mohammad Reza Eghbal
Keyword(s):  
Social Media ◽  
Willingness To Pay ◽  
Brand Equity ◽  
Word Of Mouth ◽  
Theory And Practice ◽  
Brand Identity ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Mediating Role

The spread of social media has created a new era for companies and brands and forcing them to explore new interactive ways to achieve and engage their consumers. The main purpose of the present study is to investigate the impact of social media marketing and electronic word-of-mouth on consumers' willingness to pay a premium due to the mediating role of brand equity and brand identity. The data were collected through a survey by simple random sampling method. Questionnaires were distributed among people who had experience in buying leather products from social networks. Structural equation modeling technique was applied to test the research hypotheses. The results exposed the process that transforms social media marketing and electronic word-of-mouth to the willingness to pay a premium. Moreover, the findings showed that electronic word-of-mouth can indirectly affect consumer behavioral responses through brand equity and brand identity and also have a direct impact on consumer decisions such as willingness to pay a premium. The study has important implications for both theory and practice. This insight could be utilized by marketers and advertisers in the formulation and implementation of effective and coherent marketing and advertising strategies.

scholarly journals Consumer's Perceived Underwear Brand Identity (BI) Color and Brand Equity

2010 ◽  
Vol 19 (6) ◽  
pp. 1071-1082
Author(s):  
Eun-Young Kim ◽  
Hye-Ran Kim
Keyword(s):  
Brand Equity ◽  
Brand Identity

scholarly journals DEFINING BRAND IDENTITY OF NOESA WOVEN FABRIC THROUGH TOTAL BRANDING IN ONLINE MEDIA

2020 ◽  
Vol 3 (1) ◽  
pp. 77-88
Author(s):  
Agus Daniar ◽  
Rustono Farady Marta ◽  
Angelia Sampurna
Keyword(s):  
Secondary Data ◽  
Woven Fabrics ◽  
Woven Fabric ◽  
Brand Identity ◽  
Basic Material ◽  
Observation Methods ◽  
Local Product ◽  
Media Distribution ◽  
The Times

Woven fabric is a handicraft product that has been passed down through generation. This fabric commonly used as traditional dance costumes at parties or traditional events. Along with the times, the variety of products produced from woven fabrics are keep growing. The interest and awareness of woven fabrics is gradually increasing, which can serve as an opportunity for industry players to highlight their products. This study aims to explore the brand identity of a local product that uses woven cloth as its basic material, namely Noesa. The method used in this research is a case study in qualitative approach with data collection techniques using observation methods, as well as documentation to obtain primary and secondary data. Data analysis techniques were carried out by reduction, presentation and drawing conclusion. The result shows that the strategy implementation through brand identity applied by Noesa is in line with total branding of marketing communication, which include aspects of Noesa's brand, Watobi craftsmen (suppliers), a variety of products in fulfilling the needs of the consuments (competitors) and various network through social media (distribution) in its marketing

Sign in / Sign up

Export Citation Format

Share Document