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Customer-Based Brand Equity (CBBE) Model in Strategic Formulation of Unchal^s Brand Equity Strength
Desviana A. Ramadhania), Henny K. Suwarsinah, and Dikky Indrawan

1School of Business, IPB University, Indonesia

a)Corresponding author: desviana.aglia[at]gmail.com


Abstract

Unchal is a T-shirts brand for a souvenir designed with the positioning as the identity of Bogor City. In the 10 years, Unchal built the brand as a unique souvenir with a strong differentiation compares to other souvenirs. However, this effort meets limited success, because Unchal as a brand is still not convincing tourists who came to Bogor City in buying the T-shirt as souvenirs. The study objectives were: (1) to analyze Unchal^s market potential in the souvenir market of Bogor City, (2) to determine the strength of Unchal^s brand equity, and (3) to formulate strategies for strengthening Unchal brand equity. The study employed a mixed research method that gave guidance in collecting data via questionnaires, interviews, observations, and literature studies. The study consisted of identifying the demographics and behavior of respondents using descriptive analysis, calculating the estimated total market potential, measuring brand equity, and formulating strategies using the CBBE Model. The results found some attributes of Unchal^s brand equity were rather less strong, that is brand feelings and brand resonance. Therefore, a strategy formulation was needed to strengthen these attributes.

Keywords: CBBE, brand equity, tourist, souvenir, strategy

Topic: Economic, Business and Technology

Plain Format | Corresponding Author (Endra Gunawan)

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