scholarly journals Effect Of Marketing Mix Elements On Brand Awareness Of Consumer Durables

2021 ◽  
Vol 2 (2) ◽  
Keyword(s):  
Marketing Mix ◽  
Brand Awareness ◽  
Consumer Durables

scholarly journals Marketing Communication dan Brand Awareness

Humaniora ◽  
2012 ◽  
Vol 3 (1) ◽  
pp. 215
Author(s):  
Dominikus Tulasi
Keyword(s):  
Brand Equity ◽  
Product Category ◽  
Marketing Mix ◽  
Primary Objective ◽  
Customer Behavior ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Name ◽  
Basic Dimension ◽  
Effective Use

The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.  

scholarly journals Analisis Marketing Mix DBL Academy

2021 ◽  
Vol 2 (6) ◽  
pp. 878-893
Author(s):  
Edwin Putra Surya Prasetyo
Keyword(s):  
Marketing Mix ◽  
Brand Awareness

Olahraga merupakan salah satu pengembangan minat dan bakat manusia yang dapat diasah sejak dini. Salah satu olahraga yang digemari oleh masyarakat Indonesia adalah bola basket. Bola basket cukup populer namun jarang sekali perkembangan minat dan bakat pada olahraga ini terpantau sejak dini. DBL Academy merupakan sarana menyalurkan dan menimba ilmu serta pengembangan diri dari para pesertanya sejak dini. Metode pemasaran DBL Academy menjadi tantangan karena menyasar peserta kelas menengah ke atas sehingga memerlukan metode pemasaran khusus untuk menarik perhatian terutama dari calon mahasiswa DBL Academy. Media sosial merupakan salah satu solusi untuk meningkatkan brand awareness dan mengandalkan promosi dari mulut ke mulut sebagai pemasaran gratis dengan memberikan pengalaman menarik bagi siswa terlebih dahulu kemudian orang tua akan memberikan saran kepada orang lain.

scholarly journals Analysis of Marketing Strategy to Accelerate Business Growth of Painted Veil Dr. Kerudung Lukis

2018 ◽  
Vol 27 (1) ◽  
pp. 57-65
Author(s):  
Mega Nuriza F Putri ◽  
Didip Diandra
Keyword(s):  
Marketing Strategy ◽  
Marketing Mix ◽  
Brand Awareness ◽  
Natural Phenomenon ◽  
Business Growth ◽  
Final Project ◽  
Marketing Mix Strategy ◽  
The Right ◽  
Case Study Methods

This research analyzes the marketing strategy which is implemented by DR. Kerudung Lukis. This research used case study methods to gather the data and observe the natural phenomenon which exists in a set of data. The objective of this final project is to assign the right marketing strategy for DR. Kerudung Lukis to accelerate their business growth. The result of analysis shows that DR. Kerudung Lukis need to improve their 7Ps marketing mix strategy in several aspects such as; First, DR. Kerudung Lukis should optimize it current products. Second, DR. Kerudung Lukis should optimize its current promotions strategies. Third, DR. Kerudung Lukis should hire more employees, and the last DR. Kerudung Lukis should add some physical evidences to increase their brand awareness

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993 ◽  
Vol 57 (1) ◽  
pp. 1-22 ◽  
Author(s):  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Consumer Response ◽  
Memory Model ◽  
Brand Awareness ◽  
Future Research ◽  
Brand Associations ◽  
Brand Knowledge ◽  
Service Brand ◽  
The Individual

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

scholarly journals ANALISIS KEUNGGULAN DAN KELEMAHAN MERK FRUIT TEA

2018 ◽  
Vol 18 (1) ◽  
pp. 36-43
Author(s):  
Sukaria Sinulingga ◽  
Humala Napitupulu ◽  
Ferdyanta Sitepu
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Marketing Mix ◽  
T Test ◽  
Brand Awareness ◽  
Satisfaction Index ◽  
Brand Association ◽  
Paired Samples

Penelitian Ini bertujuan melakukan mengidentifikasi dan menganalisis faktor–faktor Ekuitas Merek(Brand Equity), yang terdiri dari Brand Awareness, Brand Association dan Perceived Quality – Marketing Mix,yang mempengaruhi loyalitas konsumen (Brand Loyalty) didalam membeli suatu produk minuman teh rasa buahdalam kemasan, sehingga diketahui faktor faktor Brand Equity yang paling menentukan keunggulan dankelemahan produk merek Fruit Tea yang diproduksi oleh PT. Sinar Sosro dibandingkan dengan merek Fresteayang diproduksi oleh PT. Coca-Cola Indonesia, berdasarkan preferensi konsumen di didalam memilih merekminuman teh rasa buah dalam kemasan.Dua ratus Responden Mahasiswa Universitas Sumatera Utara dilibatkandalam penelitian yang dipilih menggunakan Teknik Non probability sampling, dimana pemilihan sampelditentukan dengan model Purposive dan Judgment sampling dengan pertimbangan tertentu yaitu pernahmengkonsumsi produk dengan merek Fruit Tea maupun produk merek Fres Tea kemasan apa saja. Pengumpulandata dilakukan dengan menyebar kuesioner, dan metode analisis data dilakukan dengan Analisis Regresi LinierBerganda, Koefisien Determinasi, Signifikansi Simultan (Uji F), Signifikansi Parsial (Uji T), PerbandinganBerpasangan (Paired – Samples t Test), Customer Satisfaction Index, Analisis Tingkat Kepentingan dan KinerjaAtribut Dimensi Kualitas Produk, dan Analisis Loyalitas Konsumen.Hasil penelitian menunjukkan bahwa secaragaris besar dari 3 pembentuk variable Brand Equity, diketahui merek Fres Tea unggul pada Brand Awarenessdan Perceived Quality, sedangkan merek Fruit Tea unggul pada Brand Association. Secara keseluruhan atribut–atribut pembentuk Brand Equity produk merek Fres Tea lebih unggul dibanding dengan merek Fruit Teatermasuk tingkat Loyalitas Responden (Brand Loyalty) didalam membeli produk merek Frestea.

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