Proses Strategi Manajemen Merek Lokal dalam Mencapai Ekuitas (Analisis strategi manajemen merek Jogja dalam mencapai ekuitas merek periode 2015-2018)

Ratriyana, Ina Nur Proses Strategi Manajemen Merek Lokal dalam Mencapai Ekuitas (Analisis strategi manajemen merek Jogja dalam mencapai ekuitas merek periode 2015-2018). [Research]

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Abstract

Indonesia’s local industry is facing competition with global brands. Few local brands survive because they can build uniqueness and marketing communication strategy. The purpose of this research is to examine the survivability of origin local brands using strategic marketing communication to build brand equity. This research focused on the local fashion brand as one of the highest consumption in Indonesia using perspective of millenials generation as the biggest market. Using explanatory sequential design in the mixed method research, this research aims, firstly, to quantify the level of local brand equity using quantitative instrument. Secondly, to identify the strategic marketing communication used to establish brand equity using qualitative data collection. At the first study, the current research involved a series of surveys among 635 millenials generation to quantify local brands with the highest brand equity. At the second study, this research tried to identify strategic marketing communication which has an important roles to establish long-term brand equity. From the quantitative study, the research identify three local brands which indicated as having a good level of brand equity. Then, the qualitative research elaborate their strategic marketing communication to establish brand equity. Local brands aware of the significance of digital marketing communication, they use website and social media as a new digital communication channels to build interactivity with the consumers. Local brand continuously doing consumer research to understand what consumers’ wants and needs, thus they can develop better product and treat them right. Local brands focus on their quality to create word-of-mouth from the satisfied consumers.

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