ASSESSING SASSLE HAIRCARE’S BRAND IDENTITY ELEMENTS TO BUILD STRONG BRAND IMAGE USING CBBE FRAMEWORK

• Main Author: Benedicta Aripin, Evelynn
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83672
• Institution: Institut Teknologi Bandung

This study aims to assess the brand identity elements of Sassle Haircare to strengthen its brand image using the Customer-Based Brand Equity (CBBE) framework. The haircare market in Indonesia is projected to experience significant growth, with a revenue increase from US$197.60 million in 2024 to US$305.80 million in 2029. Despite the promising market, Sassle faces challenges with brand perception, which may weaken its brand equity. This research identifies the causes of negative brand perception and evaluates the updated brand identity of Sassle Haircare. A preliminary qualitative study involving 39 female respondents from Bandung and Greater Jakarta reveals that Sassle's brand identity does not align with customer perceptions. Negative feedback includes comments on unattractive packaging, lack of luxury, and misleading logo design. The study employs external analysis frameworks such as Porter’s Five Forces and PESTEL, along with competitor analysis, to understand the strategic landscape and identify key factors affecting brand perception. The findings suggest that improving the brand identity elements and effectively communicating Sassle's unique value proposition—particularly its use of almond oil for hair growth—can enhance brand equity. Recommendations for strategic branding initiatives are provided to align Sassle's brand identity with customer perceptions, thereby fostering a stronger brand image in the competitive haircare market.