BRAND ELEMENTS EXPLORATORY & ASSESSMENT TO BUILD BRAND EQUITY PLANS FOR SAEJIVA

• Main Author: Jose Santoso, Pieter
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84237
• Institution: Institut Teknologi Bandung

Saejiva's target market consists of wellness and perfume enthusiasts aged 21-40. Currently in the Market Growth stage, Saejiva has a poor consumer retention rate of 2.19%. One of the values associated with brand equity is loyalty (Taylor et al., 2004, 217-227). Initial findings from a brand audit indicated problems with the packaging and tagline, such as misunderstandings regarding the tagline's meaning and complaints over the box's durability. Development plans were therefore created to increase the packaging's durability and the tagline's memorability. By applying Keller's Customer-Based Brand Equity (CBBE) approach, the study seeks to improve Saejiva's brand equity. Through qualitative in-depth interviews with respondents ages 21 to 40 in Bandung, this study with its scope & limitation analyzes brand element assessments to evaluate brand equity. Action research and in-depth interviews are used for methodology, data collection, and data analysis, with an emphasis on the 13 respondents based on the target market of Saejiva consisting of environmental activists, content creators, and wellness and perfume enthusiasts. Business solutions & implementation are developed by coding and analyzing the information collected from these interviews using Nvivo 14, consisting of leveraging the tagline through consistent usage and storytelling campaigns, strengthening the brand name through a compelling backstory and pronunciation content, improving bottle design with unique features and safety research, and improving box packaging with unique elements and English variant names. These strategies require certain steps like setting up resources, conducting market research, creating content, and working with external partners. Saejiva has to make improvements to its brand name, bottle design, box packaging, and slogan in order to strengthen its offerings and brand. These strategies improve brand equity, customer retention, and loyalty in line with Keller's CBBE model. With a projected budget of Rp 1,700,000.00 for September & Q4 2024, the strategic focus will strengthen Saejiva's market position, making it more adaptive and competitive, while any remaining funding may be used to support further marketing efforts that improve overall brand equity and customer retention.