The Influence of brand architecture and marketing mix to the level of brand awareness perceived by Jakarta customers

Wibowo, Matthew (2009) The Influence of brand architecture and marketing mix to the level of brand awareness perceived by Jakarta customers. Bachelor thesis, Petra Christian University.

Abstract

This thesis analyze whether the brand architecture and marketing mix implementation will have influence to the level of brand awareness perceived by customers in Orang Tua Group. The writer chooses to analyze the corporate brand using the brand architecture element and the sub brand using the marketing mix. For the corporate brand is Orang Tua Group and for the sub brands are Tango Wafer, Vitacharm, and FORMULA. In order to analyze the result, the writer uses multiple regressions analyze after before making sure the data are reliable and free from errors. The sampling is using quota sampling with the area of Jakarta. The total questionnaire that was spread was 200 questionnaires. From the result, the writer can conclude that brand architecture and marketing mix have significant influence to the level of brand e awareness. The model explains various presentations to the phenomenon. For brand architecture, it explains 19.2%. For marketing mix Tango, it explains 51.5%. For marketing mix Vitacharm, it explains 26.5%. For marketing mix FORMULA, it explains 22.5%. The reason is because there are other factors that are influencing the model other than the ones that being used in this research

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