STRATEGI BRAND COMMUNICATION DALAM MEMBANGUN BRAND AWARENESS
(Studi Kualitatif Strategi Brand Communication dalam Membangun Brand Awareness Rumah Makan Seafood D’cost Surabaya)
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Institusion
Universitas Pembangunan Nasional Veteran Jawa Timur
Author
Puspita Angga , Kusumawardani
Subject
HF5717 Business communication
Datestamp
2013-09-03 06:45:57
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.
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.
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