PROPOSED BRAND COMMUNICATION STRATEGY TO INCREASE BRAND EQUITY

• Main Author: PUTRI NURSELA 29115069, YANGMI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24759
• Institution: Institut Teknologi Bandung

These days information is becoming an important thing; given how easier it is to access and obtain <br /> <br /> <br /> <br /> information through electronic communication media, one of which is radio. Bandung is one of the <br /> <br /> <br /> <br /> cities with the most radio frequency (Herdiana, 2016) and therefore the competition is getting fierce <br /> <br /> <br /> <br /> especially in building brand equity in the mind of listeners. Sonora radio Bandung is one of private <br /> <br /> <br /> <br /> radio which operates since 2013 under Kompas Gramedia group. However, this private radio has <br /> <br /> <br /> <br /> never conduct any brand tracking survey based on CBBE (Customer-Based Brand Equity), the <br /> <br /> <br /> <br /> objectives of which is to know company performance. The listerner perception toward the brand, <br /> <br /> <br /> <br /> directly and indirectly, is important as basis for designing marketing strategy. <br /> <br /> <br /> <br /> <br /> This research is conducted qualitatively and quantitatively and is designed to be in line with brand <br /> <br /> <br /> <br /> audit concept. The first step is to analize brand inventory to be identified internally. This includes STP <br /> <br /> <br /> <br /> (Segmenting, Targeting and Positioning), 7P Marketing Mix (Product, Price, Promotion, Place, <br /> <br /> <br /> <br /> Phsycal evidence dan Process) and brand element (logo, slogan, and brand name). The next step is to <br /> <br /> <br /> <br /> measure brand exploratory externally and consist of competitor analysis, SWOT, brand tracking <br /> <br /> <br /> <br /> survey and brand audit. The result shows Sonora radio Bandung has good performance from the <br /> <br /> <br /> <br /> perception of its listeners. However there is a slight gap on brand image, although it does not containt <br /> <br /> <br /> <br /> any negative image. In addition, the author also found negative issue which is Sonora Bandung radio <br /> <br /> <br /> <br /> has lack of brand awareness from the perspective of Bandung radio listeners. It was then indentified <br /> <br /> <br /> <br /> that the root cause due to ineffetive marketing communication. <br /> <br /> <br /> <br /> <br /> The author propose to improve Sonora radio Bandung’s marketing communication in order to <br /> <br /> <br /> <br /> increase brand awareness and strengthen its brand equity. The proposed marketing communication is <br /> <br /> <br /> <br /> through IMC (Intergrated Marketing Communication), whether online and offline. Updating Sonora <br /> <br /> <br /> <br /> Bandung Radio Station (SBRS) website, social medias, and build viral marketing in order to <br /> <br /> <br /> <br /> communicate and increase brand awareness. SBRS can also promote its brand through event and <br /> <br /> <br /> <br /> experience and maintain its channels. The last is to create brand community to increase listeners <br /> <br /> <br /> <br /> loyalty. Based on the explanation above, the author made an implementation plan over the next year <br /> <br /> <br /> <br /> with forecast budgeting. The content proposed is marketing communication strategy which will assist <br /> <br /> <br /> <br /> SBRS to increase its awareness, loyalty and grab more listeners. <br />