Penerapan Strategi Brand Equity Sebagai Identitas Produk Keripik

Abstract

Brand equity strategy is a strategy in developing appropriate, attractive and effective brand products. The purpose of this study is to explain the five strategic components of brand equity, namely the application of perceived quality strategy, brand awareness strategy, brand association strategy, brand loyalty strategy, and other proprietary strategies on Soulmate Banana chips which act as product identity and to differentiate them from chips. similar. The study was conducted using a qualitative approach and the data were analyzed using content analysis. Primary data obtained through interviews, observation and documentation. Interviews were conducted with the CEO of UMKM Sarana Snack (P) and 2 consumers (W1 and W2). Secondary data obtained through library research. The research was conducted on Soulmate Banana chips products located in Klari - Karawang. The results show that the brand equity strategy that has been applied to the Soulmate Banana chip product has been successful because the product offered is considered superior to product quality so that it gets a good response by the market as evidence of increasing its brand equity.

The Influence of Sustainability Marketing, Corporate Social Responsibility, Ethical Branding, and Green Consumerism on Brand Equity and Market Position in the Fashion Industry

“…Brand awareness, perceived quality, and brand loyalty are some of the elements that affect brand equity, which measures a brand's value in the eyes of consumers (Gupta et al, 2023). Conversely, market position describes how a brand stands in relation to its rivals inside the target market (Saputra et al, 2022). Studies indicate that sustainability-related elements, like corporate social responsibility (CSR), ethical branding, and sustainability marketing, can enhance consumer perceptions and preferences, hence having a beneficial effect on brand equity and market position (Kurniaputri, 2020;Wulandari & Rastini, 2022).…”