INTEGRATED MARKETING COMMUNICATION: HOW IMC METHOD BUILD A BRAND EQUITY
KOMUNIKASI PEMASARAN TERPADU: BAGAIMANA METODE IMC MEMBANGUN EKUITAS MEREK
Keywords:
promotion, brand equity, imc to build brand, marketing communicationAbstract
Facing increasingly competitive competition, companies are required to be more innovative to developing the corporate image of the products that will be created in order to compete with competitors. In this literature it will be known that every form of marketing communication activity will always aim to contribute to brand equity and drive sales. To produce effective communication, it takes more than just marketing communication tools that have been used so far. This concept became the idea for creating a marketing strategy known as IMC (Integrated Marketing Communication). This literature will also explain how much influence the use of the right IMC strategy and variant has on the effectiveness of the message conveyed in increasing a company's brand equity. Because for companies, high brand equity will provide competitive advantage.
Downloads
References
Aaker, D. A. (1991). Managing Brand Equity : Capitalizaing on the Value of a Brand. New York: The Free Press.
Belch, George E. Michael A. Belch. (2009). Adver- tising and Promotion: An Integrated Marketing Communication Perspective. New York: Mc-Graw Hill.
Durianto, D., Sugiarto, & Sitinjak, T. (2004). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.
Kandhogo, A. T. (2014). Peran dari Integrated Marketing Communication terhadap Brand Equity. Jurnal Interaksi, Voll. III (1), Hal 94-102.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). New Jersey: Prentice Hall.
Kotler, P. &. (2009). Manajemen Pemasaran. Jakarta: Erlangga.
Prisgunanto, I. (2009). Komunikasi Pemasaran: Strategi dan Taktik. . Bogor: Galia Indonesia.
Rangkuti, F. (2008). The Power Of Brand Teknik Mengelola Barnd Equity dan Strategi Pengembangan Merek. Jakarta: PT. Gramedia Pustaka Utama.
Shim, T. A. (2003). Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran Terpadu. In Jilid I (Edisi 5). Jakarta: Erlangga.
Tjiptono, F. (2000). Prinsip-Prinsip Total Utility Service. Yogyakarta: Andi Offset.
Wibisono. (2008). Riset Bisnis; Panduan bagi Praktisi dan Akademis. Jakarta: PT. Gramedia Pustaka Utama.
Yandes, J. (2022). Perbandingan Brand Equity Antara Produk Lama dengan Produk Baru. Margin : Jurnal Bisnis Islam dan Perbankan Syariah, Vol. I (1), Hal. 36-43.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Andi Nurul Habibah, Fany Mulyono, Ce Gunawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.