PROPOSED CONSUMER-BASED BRAND EQUITY STRATEGY TO IMPROVE BRAND PERCEIVED VALUE: EXSPORT BAGS INDONESIA

• Main Author: Dorodjatun Diadi, Galih
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53230
• Institution: Institut Teknologi Bandung

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.