The Relationship analysis between the elements of brand strategy and each element of brand equity of PT. Indo Acidatama Tbk

Hadinoto, Wiranti Widyastuti (2009) The Relationship analysis between the elements of brand strategy and each element of brand equity of PT. Indo Acidatama Tbk. Bachelor thesis, Petra Christian University.

Abstract

This Thesis analyzes the relationship between the elements of brand strategy and each element of brand equity. In the research, the writers employ Multiple Regression analysis as analytical method in order to identify which is the dominant element of brand strategy (brand positioning, brand identity, brand personality and brand communication) affects each element of brand equity (brand awareness, perceived quality, brand association and brand loyalty). Using quantitative approach, the research involving ratio, nominal and interval types of data that are collected through distributing questionnaires covering 40 respondents with sampling method of non - probability purposive judgmental sampling. After analysis done, it can be concluded that the elements of brand strategy all together, do influence each element of brand equity. In this case, brand communication becomes the dominant element affecting brand awareness and perceived quality; brand positioning becomes the dominant element affecting brand associations; and brand personality becomes the dominant element affecting brand loyalty.

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