INCREASING THE BRAND EQUITY OF BENOIT ADVANCED GEAR THROUGH COMMUNITY DRIVEN EVENT SPONSORSHIP

• Main Author: Nasyith Harits, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75322
• Institution: Institut Teknologi Bandung

Equipment and clothing inspired by the military have gained considerable attention in Indonesia, the trend of military-inspired clothing is very attractive to individuals or groups of people who view military clothing as a way to express themselves by wearing it. Benoit has a lot of competitors and identify themselves not as a top-of-minded company so they strive to increase their brand equity. The way Benoit increases awareness is by being a sponsor of various events related to their target segments. One of the most popular events is WARWERWOR held by AIRBAN, one of the communities is Airban, one the oldest airsoft communities in Bandung, BENOIT ADVANCED GEAR participated in the community event Airban as a partner sponsor with the hope of its brand equity increased. BENOIT has hopes in sponsorship of AIRBAN community events, where members who have never known about Benoit are exposed to brand awareness, and members who already know about Benoit will continue to use their products and be loyal to their brand. The event was attended by 300-450 people involving various airsoftgun community teams from all over Indonesia. The event is held with high recognition by the community because it is not only a large-scale skirmish battle, but also here BENOIT meets and communicates with a large number of potential customers.The researchers conduct qualitative research with the process of interviewing several stakeholders and perform data analysis related to whether there is a correlation of sponsorship performed by bnenoit towards the increase of brand equity of the product mentioned. Research shows that there is an increase in brand equity (awareness, image, and loyalty) based on the effect of sponsorship.