@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/4642/},
		abstract={Brand communication is important to communicate their  brand to society to 
build their  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 communication and external brand communication. Internal  brand 
communication  is about relationship with supplier, staff, and place. External brand 
communication uses promotion tools, 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 
communication 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 communication. It is proofed from interview with Mr Yan Agathon as manager 
of D?cost Kayun and D?cost?s customers. Researcher hopes, 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 awareness, promotion, seafood restaurant.  }
		}