BRAND AUDIT: CASE STUDY OF BANGO FINAL PROJECT

• Main Author: Raka Rio Imam Subekti (19015038 ), Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29310
• Institution: Institut Teknologi Bandung

Bango is a soy sauce company originated in Indonesia. Bango was established in 1928, with <br /> <br /> <br /> <br /> their vision was to ‘fly high to reach international’. Bango soy sauce is the number one soy <br /> <br /> <br /> <br /> sauce brand in Indonesia which always present in every Indonesian culinary food. Bango <br /> <br /> <br /> <br /> produces soy bean that is called Mallika, their own name for their beans that is produced and <br /> <br /> <br /> <br /> Bango also committed to preserve nature and took care of the farmers’ well-being. Since early <br /> <br /> <br /> <br /> 2000, Bango is cooperating with Gadjah Mada University to produce Mallika. Bango through <br /> <br /> <br /> <br /> Unilever Internship Program website has mentioned that they are currently searching for ideas <br /> <br /> <br /> <br /> in order to penetrate the millennial generations which they claim to be aged between 21-35 <br /> <br /> <br /> <br /> years old. This issue is related with Keller (2008) brand equity measurement goals which is to <br /> <br /> <br /> <br /> manage brand overtime. Bango currently is having an issue to penetrate the millennial. <br /> <br /> <br /> <br /> Therefore measuring Bango’s sweet soy sauce brand equity is required to identify the <br /> <br /> <br /> <br /> perspective of the brand then have improvement recommendation for Bango to create a fit <br /> <br /> <br /> <br /> brand strategy which is suitable when conveying brand message to the millennial. Building a <br /> <br /> <br /> <br /> strong brand is a must for many products nowadays because it held many advantages (Mohd <br /> <br /> <br /> <br /> Yasin, Nasser Noor, & Mohamad, 2007). Brand Audit uses brand inventory and brand <br /> <br /> <br /> <br /> exploratory. Based on the findings and the analysis from brand audit analysis through brand <br /> <br /> <br /> <br /> dynamics and X-SBM, the recommendation are to gain trustworthiness by creating a two ways <br /> <br /> <br /> <br /> communication with fast response in order to gain more trust, and also creates an advertisement <br /> <br /> <br /> <br /> that shown how trustworthy is Unilever and Bango as it is very important to gain <br /> <br /> <br /> <br /> trustworthiness. Also maximizing the usage of Social Media as Bango has already created some <br /> <br /> <br /> <br /> social media account but the company does not utilize to the maximum efforts in order to reach <br /> <br /> <br /> <br /> the target market, while based on the findings by Pew Research Center, millennial tend to use <br /> <br /> <br /> <br /> social media. Also can create an advertisement in YouTube with an easy to understand and <br /> <br /> <br /> <br /> meaningful advertisement as the millennial also tend to use gadget or mobile phone than TV <br /> <br /> <br /> <br /> and also does not like to read so by giving them a video advertisement will attracting the target <br /> <br /> <br /> <br /> market.