PERUMUSAN KRITERIA BANK 'TERPOPULER BERDASARKAN FAKTOR-FAKTOR KESADARAN MERK NASABAH

• Main Author: Herawati, Henny
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/1935
• Institution: Institut Teknologi Bandung

Marketing expert, AI Ries, said \"if you want to sell the same cow in the same market, what should we do to make our cow different from <br /> others? Its to create a perception in customer mind that there is no cow such our cow. AI Ries believe the answer is branding! A brand intended to identify the goods or services of one seller <br /> of groups of sellers and differentiate them from those of competitors. The Information regarding how well the customer recognize and recall a <br /> products or services is called \"brand awareness\" . There are 4 stages of them, the top stage is Top Of Mind. From 22 Immutable Laws of Branding from AI Ries, the researcher made variables and translate it into questions in <br /> questionnaire sheet and gave it to the respondent. Factor analysis is used to processing data. This method is used to determine factors that\' i nfluences the customers in investing their money on Bank. <br /> The result show that TOM Bank in Indonesia today is BCA. Recording to the respondent BCA is the one whom has succeed and trusted Bank. TOM for Banking products are Tahapan BCA, Giro BCA, <br /> Deposito Mandiri, and KPR BTN. The Bank of choice according to the respondent is also BCA. There is a positive correlation between TOM <br /> Bank and Bank of Choice. But this choice can be changed when the researcher asked the respondent if they have huge money, they choose Bank Mandiri. TOM Logotype is Citibank following by Lippo Bank. The colors which are used by both Bank are Blue and Red. The shape of the <br /> logotype is horizontal, the design is fit the eyes, both eyes. For national Banking brand, respondent choose to give only one name for the products. The name should be the same with the Bank. Its more understandable and remember by customers. There is no Bank should be change their name, according to this paper, <br /> 71% from them said no to the question.