PROPOSED CONSUMER-BASED BRAND EQUITY STRATEGY TO IMPROVE BRAND PERCEIVED VALUE: EXSPORT BAGS INDONESIA
Business is established on customer relationships, and brand perception also sets the tone. Companies, of course, want to cultivate a positive brand perception among their target consumers, but it’s a tricky goal. Exsport is a product brand of PT. Eigerindo MPI that has been engaged in the fashi...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53230 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Business is established on customer relationships, and brand perception also sets the tone.
Companies, of course, want to cultivate a positive brand perception among their target
consumers, but it’s a tricky goal. Exsport is a product brand of PT. Eigerindo MPI that has
been engaged in the fashion industry which produces various bags, fashions and
accessories since 1979. Exsport Bags has been recognized as a compact and high-quality
school bag brand in Indonesia, yet that is not an expected reputation for Exsport’s today.
With the new look of Exsport that was set-up in 2018, Exsport wants the customer to be
able to see Exsport transformation from school to casual bags and also as lifestyle items.
Meanwhile, Exsport has an unestablished and unclear anchor for brand identity after their
market shift. This directly affected the irrelevant brand image with the desired market so
the targeted market would not get a clear perceived value for the product and have a
tendency to switch to another brand. Hence, the positive associations depend on how much
consumers are convinced that this particular brand can satisfy their desires and needs in a
relevant, distinctive and credible manner.
The brand exploratory which consist of customer profiling and brand equity conducted in
this research to 38 selected audience based on targeted demographic criteria. The result of
brand exploratory shows that experience of positive thoughts, opinions, feelings, and
perceptions about product has the main role in improving brand perceived value. The final
results of this study is formulated a brand strategy with an approach with customer-based
brand equity (CBBE). The recommendation from the author for the brand is to strengthen
brand strategy based CBBE elements that consist of developing brand salience, brand
imagery, brand performance, brand judgment, brand feelings, and brand resonance. |
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