Brand Revitalization: Penciptaan Brand Image Produk Green Sands Bebas Alkohol melalui Marketing Communication (Advertising dan Public Relation) pada PT Multi Bintang Indonesia Tb

Authors

  • Cooky Tri Adhikara Bina Nusantara University
  • Sindy Kusuma Nurparamesti Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v2i1.1138

Keywords:

beverages, brand, revitalize

Abstract

PT Multi Bintang Indonesia is a beverages production company, and one of its products are Green Sands. In early 2002, Green Sands revitalize to Green Sands Alcohol-Free and communicated through several promotional tools, including advertising and public relations. This study examines what brand image embedded on the consumers, and what is the level of influence of advertising and public relations toward the creation of brand image of products Green Sands Alcohol-Free. The research methods used in this study is test Cochran, multiple regression, and cobwebs. The result, brand image that is embedded in consumer brand is cool and trendy and unique and refreshing taste. Advertising and public relations by creating a brand image is only 7.2%, the rest from other factors. Brand image is embedded in the customers had not yet reached the desired scale of the company. 

Dimensions

Plum Analytics

Author Biographies

Cooky Tri Adhikara, Bina Nusantara University

jurusan Management

Sindy Kusuma Nurparamesti, Bina Nusantara University

Jurusan Manangement

References

Crainer, S., & Dearlove, D. (2003). The ultimate book of business brands: Insights from the world’s 50 greatest brands. United Kingdom: Caps-tone.

Durianto, D., Sugiarto, & Sitinjak, T. (2004). Strategi menaklukan pasar melalui riset ekuitas dan perilaku merek. Jakarta: Gramedia Pustaka Utama.

Gelder, S.V. (2005). Global brand strategy. London: Kogan Page.

Kotler, P., & Armstrong, G. (2004). Principles of marketing (10th ed.). New Jersey: Pearson Prentice Hall.

Randall, G. (2001). The Art of Marketing: Branding, New Delhi: Crest Publishing House.

Sugiyono. (2006). Metode penelitian bisnis. Bandung: Alfabeta.

Susanto, A. B., & Wijanarko, H. (2004). Power branding membangun merek unggul dan organisasi pendukungnya. Jakarta: Quantum Bisnis dan Manajemen.

Downloads

Published

2011-05-30
Abstract 924  .
PDF downloaded 1357  .