#TITLE_ALTERNATIVE#

• Main Author: HANDARI (19009122), ASTRID
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/14021
• Institution: Institut Teknologi Bandung

Brand has been a part of almost every company, especially a big one that exists <br /> <br /> <br /> <br /> <br /> <br /> nowadays. It is a statement, an image, a message, which packed and delivered to the <br /> <br /> <br /> <br /> <br /> <br /> customer, so that they know what the company stands for. Nowadays, intense competition of a small business requires <br /> <br /> <br /> <br /> <br /> <br /> each business to be able to "fly over the crowd" that will <br /> <br /> <br /> <br /> <br /> <br /> not make them go down with the other competitors whom not <br /> <br /> <br /> <br /> <br /> <br /> able to follow the current change regarding the situation <br /> <br /> <br /> <br /> <br /> <br /> on the market. As for one SME, in order to be <br /> <br /> <br /> <br /> <br /> <br /> able to fly over the crowd, the owner needs to know how to build and maintain the corporate brand. It is vital to be different in the crowded market so that the brand will <br /> <br /> <br /> <br /> <br /> <br /> not easily forgotten by the customer. However some of branding literature states that <br /> <br /> <br /> <br /> <br /> <br /> many SME pay little or no attention at all on Branding ( Frank, 2005) also most of <br /> <br /> <br /> <br /> <br /> <br /> branding literature were based on multi-national company. The objectives of this <br /> <br /> <br /> <br /> <br /> <br /> research is to find out how small-medium entrepreneur focusing in culinary business in <br /> <br /> <br /> <br /> <br /> <br /> Bandung City takes action on branding activity.