Record Details

BRAND MANAGEMENT THROUGH LONG-TERM STRATEGY OF THE STRENGTHENING OF BRAND EQUITY

Entrepreneur

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Field Value
 
Title BRAND MANAGEMENT THROUGH LONG-TERM STRATEGY OF THE STRENGTHENING OF BRAND EQUITY
 
Creator Maryati, Wiwik
 
Description Abstract
It is a must for companies to respond to any changes that occur in the business environment. The companies that are sensitive toward the changing, will strive to achieve competitive advantage with a variety of strategies, including the brand management one. Because the brand is a plus for the company's product, it needs long-term management strategy is to strengthen brand equity. Strengthening brand equity can be done by maintaining brand consistency and follow the changing that occur, to protect the sources of brand equity, considering the cost involved and consider the accuracy of the selection of marketing support programs. Revitalization measures also need to be considered in long-term brand management as measures to address the failure of brand reinforcement strategy.
Keywords: brand equity, brand reinforcement strategy, revitalization

Abstrak

Ini adalah suatu keharusan bagi perusahaan untuk menanggapi setiap perubahan yang terjadi dalam lingkungan bisnis. Perusahaan-perusahaan yang sensitif terhadap perubahan, akan berusaha untuk mencapai keunggulan kompetitif dengan berbagai strategi, termasuk satu manajemen merek. Karena merek merupakan nilai tambah bagi produk perusahaan, perlu strategi pengelolaan jangka panjang adalah untuk memperkuat ekuitas merek. Penguatan ekuitas merek dapat dilakukan dengan menjaga konsistensi merek dan mengikuti perubahan yang terjadi, untuk melindungi sumber-sumber ekuitas merek, mengingat biaya yang terlibat dan mempertimbangkan akurasi pemilihan program dukungan pemasaran. Langkah-langkah revitalisasi juga perlu dipertimbangkan dalam pengelolaan merek jangka panjang sebagai langkah-langkah untuk mengatasi kegagalan strategi penguatan merek.
Kata kunci: ekuitas merek, strategi penguatan merek, revitalisas
 
Publisher Entrepreneur
Entrepreneur
 
Contributor http://www.unipdu.ac.id/
 
Date 2012-03-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journal.unipdu.ac.id/index.php/Entrepreneur/article/view/339
 
Source Entrepreneur; Vol 3, No 1 (2012): Jurnal Entrepreneur
Entrepreneur; Vol 3, No 1 (2012): Jurnal Entrepreneur
2065-3580
 
Language eng
 
Relation https://journal.unipdu.ac.id/index.php/Entrepreneur/article/view/339/304