PROPOSED INTEGRATED MARKETING COMMUNICATION TO STRENGTHEN THE POSITIONING OF IBM CONSULTING IN THE INDONESIA CONSULTANCY MARKET (CASE STUDY: IBM CONSULTING INDONESIA)

• Main Author: Sumarliyanti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75994
• Institution: Institut Teknologi Bandung

This study aims to understand the current perception of decision-makers in business enterprises in Indonesia toward the brand equity of IBM Consulting. The employed brand equity model comprises four dimensions, namely Brand Awareness, Brand Association, Brand Loyalty, and Perceived Value. Other dimensions of brand equity toward the consultancy company also occurred in the result of the research, which are Brand Image, Reputation, Price, and Trustworthiness. The sample group consists of internal stakeholders from the company, and external stakeholders of existing and non-customer with valuable input from marketing communication experts. The directions from internal stakeholders on how the positioning of the company and the feedbacks from the external stakeholder become the foundation to build the integrated marketing communication plan.