Strategi branding cloth inc dalam membangun brand equity di benak konsumen = Cloth inc’s branding strategy in building brand equity in its consumer’s mind

Huang, Shindy (2014) Strategi branding cloth inc dalam membangun brand equity di benak konsumen = Cloth inc’s branding strategy in building brand equity in its consumer’s mind. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (4MB)
	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (405kB)
	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (735kB)
	Text (Chapter 1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (496kB)
	Text (Chapter 2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (4MB)
	Text (Chapter 3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB)
	Text (Chapter 4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (494kB)
	Text (Chapter 5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (926kB)
	Text (Chapter 6) Chapter6.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (356kB)
	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (380kB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (50MB)
	Text Publication-Agreement.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB)

Abstract

Hasil riset ComScore menunjukkan bahwa masyarakat Indonesia terbilang aktif dalam mengakses jejaring sosial, bahkan disebut sebagai pusat aktivitas blogging terbesar di Asia Tenggara. Riset lain mencatat bahwa dibandingkan dengan pria, wanita lebih sering mengakses internet. Salah satu aktivitas yang dilakukan adalah pembelian barang atau jasa, dimana jenis produk yang paling diminati adalah pakaian. Hal ini mendorong pertumbuhan layanan bisnis berbasis online, khususnya di bidang fashion wanita. Cloth Inc merupakan salah satu brand yang bergerak di bidang tersebut. Untuk mengatasi persaingan, brand tersebut harus mampu membangun nilai lebih di benak konsumennya. Sehingga dibutuhkan penelitian mengenai strategi branding Cloth Inc dalam membangun brand equity di benak konsemennya. Penelitian ini menggunakan pendekatan kualitatif yang bersifat deskriptif dengan metode case study. Pengumpulan data dilakukan dengan melalui wawancara dan observasi, dimana keabsahannya diuji terlebih dahulu sebelum dianalisis. Hasil penelitian menunjukkan bahwa Cloth Inc berhasil membangun brand equity di benak konsumennya melalui implementasi strategi brand awareness dan brand image; dimana konsistensi dalam menyusun strategi komunikasi terpadu terbilang krusial. Klasifikasi lebih lanjut mengenai jenis konsumen, mencantumkan nama brand lain sebagai perbandingan, dan implementasi Focus Group Discussion disarankan untuk penelitian berikutnya. / ComScore research has shown that Indonesians are highly Internet-literate, even referred as the center of the biggest blogging activities in Asia-Pacific. Indonesian women are also found to access the Internet more frequently than do men, and one of the activities undertaken is purchasing goods and services, whereby the most desired type of product is clothing. These facts encouraged online-based business services, primarily in female fashion. Cloth Inc is one of the examples. To overcome the competition, a brand must be able to build a certain value in its consumers’ minds. Thus, a research of Cloth Inc’s branding strategy in building brand equity in its consumers’ minds is needed. This study uses the qualitative descriptive approach, with a case study method. Data are collected through interviews and observation, which validity is ensured before analysis begins. Results of the research show that Cloth Inc has been successful in managing its brand equity in its consumers’ minds, through implementation of brand awareness strategy and brand image strategy; in which consistency in developing an integrated marketing strategy is crucial. Further classification of the types of consumers, appendage of other brands for comparison, and implementation of Focus Group Discussion are recommended for subsequent studies.

Actions (login required)

View Item