BRAND EQUITY OF INDONESIAN FOOTBALL CLUB. CASE STUDY PERSIB BANDUNG
Background and Objective: Football has been growing into a big industry. Football club has became a big brand in football industry. So that, management of football club can't be manage as non-profit organization. Management brand is one of the key success of football club, includes indonesian f...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/78998 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Background and Objective: Football has been growing into a big industry. Football club has became a big brand in football industry. So that, management of football club can't be manage as non-profit organization. Management brand is one of the key success of football club, includes indonesian football team. Brand equity is one of important aspecs about management brand. This study aimed to got a maping about Indonesian football brand equity, and to design marketing strategy of Indonesian football team to improve their brand value Methods: This research collects data from football fans of five clubs in Indonesia. The clubs is Persib Bandung, Mitra Kukar, Semen Padang, Arema Cronus, and PSS Sleman. All of respondent fill the questionnaire that has a question about football brand equity. The result from data respondent treated with brand asset valuator method for got a J, mapping about brand equity of football team in Indonesia Results: From the five clubs were used as the research object, the fifth Indonesian football club is in zone 2 BAV map. This means that the Indonesian football club has had a brand name but there is still much unrealized potential to to generate profits. Communications, club and fans relationship, brand extention, management, and social activities are attributes that get the lowest score in BAV. That five attributes, four of them are attributes that are closely related to marketing activities. By doing so, the marketing activities undertaken Indonesian football club is not effective. Therefore, the Indonesian football club marketing activities should be designed with a focus on improvements at the fifth attribute. Conclusions: Persib Bandung is the club with the best brand equity than other team. Communications, club and fans relationship, brand extention, management, and social activities is attributes that should be corrected immediately on Indonesian football club. Marketing activities of Indonesian football club should be able to build positive relationships and positive communication with fans.
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