Menerobos, membangun serta mengembangkan merek dalam menghadapi pasar kompetitif

Kurniawati, Dyah (2008) Menerobos, membangun serta mengembangkan merek dalam menghadapi pasar kompetitif. Widya Warta: Jurnal Ilmiah Universitas Katolik Widya Mandala Madiun, XXXII (01). pp. 48-54. ISSN 0854-1981

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To strive for a brand development which attracts consumers determines the success or failure of a company. Brand is an expectation. To avoid the decrease of its equity, brand should be effectively managed. This requires the maintenance and enhancement on brand awareness, quality and function of which consumers are convinced about the brand. There are five categories commonly used to measure the brand equity, namely: (a) brand loyalty, (b) name awareness, (c) perceived quality, (d) brand association and (e) other proprietary brand assets-patens, trademark, channel relationship, etcetera. The strategies needed to develop a brand in order that it always grows in competitive market are as follows: to establish the quality of its product, to build up perceived quality, to set up partnership with distributors and marketing agent, to activate promotion in accordance with the culture and condition of area and to patent the brand.

Item Type: Article
Uncontrolled Keywords: brand, brand equity, loyalty
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi Dan Bisnis > Prodi Manajemen
Depositing User: Petrus Suwandi
Date Deposited: 26 Jun 2019 05:02
Last Modified: 12 Jul 2019 05:57

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