HUBUNGAN ANTARA CITRA MEREK DAN EKUITAS MEREK

Winarto, Jacinta (2011) HUBUNGAN ANTARA CITRA MEREK DAN EKUITAS MEREK. Jurnal Manajemen, 10 (2). pp. 1-12. ISSN 1411-9293

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Abstract

Although in the first time, a brand is a distinction among one product and the other product, a company needs to effort that a brand has a positive image and therefore gives a positive brand image to the customer. With many competitors in the market, the competition is increase among the brands which operate in the market and only a brand who has strong brand equity in the market. The stronger brand equity of a product is, the stronger it can impress the consumers to consume the product and the company can make a profit from the time being. The brand equity consist of five elements. Therefore, the knowledge of those brand equity elements is needed to arrange the strategic steps to increase the existance of the brand and to increase the company's profit. According to Aaker, brand equity consist of five elements majority i.e.: brand awareness, brand association, perceived quality, brand loyalty and other brand assets. The stronger those elements are, the stronger the brand equity is.

Item Type:	Article
Uncontrolled Keywords:	brand, brand image, brand equity
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi > S-1 Manajemen
Depositing User:	admin LPPM
Date Deposited:	13 Sep 2017 07:17
Last Modified:	13 Sep 2017 07:17
URI:	http://repository.lppm.maranatha.edu/id/eprint/297

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