PROPOSED BRANDING STRATEGY TO IMPROVE BRAND EQUITY A CASE STUDY AT ZOYA FASHION BANDUNG

• Main Author: Radityawati, Rini
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46552
• Institution: Institut Teknologi Bandung

Zoya was founded in 2005 under the name of Lamara, after 2010 Lamara transformed into Zoya Fashion. Zoya is one of the pioneer in muslim brand fashion that operating from 2010 until now. The rapid competition between muslim fashion brands in Indonesia increase the growth of apparel expenditure to support halal value chain in global expenditure. as one of the pioneer in muslim fashion brands Indonesia, zoya need to maintain its current market share and gain a potential customer. Contrary to that, based on the company data in 2019, the total active member who doing a transaction is still far compare to the total arrival of customer. Therefore, in 2019 Zoya change its tagline into “The Queen of Scarf” the tagline change increase the Top Brand score but also decrease the clothing product category sales. from external side, the average decrease score from Top Brands Index indicates Zoya need to assess its Brand Equity to forms the best strategy solution. This study aimed to analyze Zoya current position based on CBBE Evaluation by conducting Brand Audit. the method used in Brand Audit is based on Keller CBBE Evaluation by Brand Resonance pyramid that formed after conducting an analysis of Brand Elements in a Brand Inventory, quantitative research and customer survey in Brand Exploratory, SWOT Analysis and Root Cause Analysis is conducted to identify the core problem and help the author to propose the business solution related to the cause. Based on CBBE Evaluation, Zoya mostly scored “moderate” in almost dimensions. The dimensions are : Salience, Imagery, Perfomance, Judgements. the highest score was from Brand Feelings, and the lowest score is from Brand Resonance. After conducting the overall brand Audit, the proposed strategy to the brand are to create a consistent brand positioning, creating a customer experience, enlarge community based on event and creating CRM in order to improve brand equity of customer.