@thesis{thesis,
		author={Puspita Angga   Kusumawardani},
		title ={STRATEGI BRAND COMMUNICATION DALAM MEMBANGUN BRAND AWARENESS
(Studi Kualitatif Strategi Brand Communication dalam Membangun Brand Awareness Rumah Makan Seafood D’cost Surabaya)},
		year={2013},
		url={http://eprints.upnjatim.ac.id/4605/},
		abstract={Brand communication is important to communicate their
brand to society to
build th
eir
awareness. D?cost has unique strategy to communicate their brand to
their customer. The purpose of this research is to describe the brand communication
strategy of D?cost seafood restaurant to build brand awareness their customers.
This research uses
integrated brand communication of Schultz (1999). There are
internal brand communica
t
ion and external brand communication. Internal
brand
communication
is
about relati
onship with supplier, staff, and
place. External brand
communication uses promotion tool
s, such as advertising and sales promotion. This
research uses
qualitative
-
descriptive
methodology
. Researcher wants to describe the
brand communication strategy of D?cost seafood restaurant to build brand awareness.
The result of this research, D?cost
used internal and external brand
commun
i
cation strategy such as staff,
cleanness
of place and food, communication
technology, and promotion tools. Most of customers aware with D?cost from D?cost?s
brand communica
t
ion. It is proofed
from interview with Mr Y
an Agath
o
n
as manager
of D?cost Kayun and D?cost?s customers. Researcher hope
s
, D?cost can spread
their
promotion to not only their new
outlet but also their old outlet
. It will increase their
awareness of customer.
Key word: brand communication, brand a
wareness, promotion, seafood restaurant. }
		}