Excellent application of branding strategy (a case study of ABC Company)

Yongky, Po (2004) Excellent application of branding strategy (a case study of ABC Company). Bachelor thesis, Petra Christian University.

Abstract

Nowadays, there are many coffee shops being built almost everywhere, even in a city or a country, where the society is not ready yet to accept their existence, just like Indonesia in the year of 1990. Using the primary data analysis as the research method in this report, the writer finds that branding is the only way to protrude in a market with so many players. There are some points to be paid attention to, in order to apply the branding strategy. First, the company should offer at least one uniqueness on their product or service. Second, those uniqueness should be one of the company strong points. They are required to set up strategies and develop skills as to make their uniqueness known by the market, in which they are in. PT. Excelso Multi Rasa, supported with Kapal Api Group, should use their strength in order to be different to win the market, in term of market share and mind Share.

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