ANALISIS PERBANDINGAN ELEMEN-ELEMEN BRAND EQUITY PADA PRODUK OBAT MAAG MEREK PROMAG DAN MEREK MYLANTA
Keywords:
brand awareness, brand association, perceived quality, brand loyalty, brand equity
Abstract
Brand building is one importance aspect of marketing management. The brand itself can be based on the name of a company or the name of a product it produced. This research tries to compare the brand equity between two medical’s products, those are Promag and Mylanta. The result of research shows that based perceived quality and brand loyalty Mylanta is better than Promag.
Keywords: brand awareness, brand association, perceived quality, brand loyalty, brand equity.
References
[1] Aaker, David A., 1991, Managing Brand Equity, Capitalizing on the value of brand name, The Free Press, New York
[2] Kotler, Philip, 2000, Manajemen Pemasaran, Edisi Millenium jilid 2, indeks, Jakarta
[3] Keller, Kevin Lane, 2003, Strategic Brand Management, Second Edition, Pearson Education, Inc, New Jersey
[4] Tjiptono, Fandy, 1999, Strategi Pemasaran, edisi 2, Andi, Yogyakarta
[5] Darmadi Durianto, Sugiarto, Tony Sitinjak, 2004, Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, PT. Gramedia Pustaka Utama, Jakarta
[6] Sugiyono, 2008, Metode Penelitian Bisnis, edisi 11, Alfabeta, Jakarta
[7] Istijanto, 2005, Aplikasi Praktis Riset Pemasaran, PT. Gramedia Pustaka Utama, Jakarta
[2] Kotler, Philip, 2000, Manajemen Pemasaran, Edisi Millenium jilid 2, indeks, Jakarta
[3] Keller, Kevin Lane, 2003, Strategic Brand Management, Second Edition, Pearson Education, Inc, New Jersey
[4] Tjiptono, Fandy, 1999, Strategi Pemasaran, edisi 2, Andi, Yogyakarta
[5] Darmadi Durianto, Sugiarto, Tony Sitinjak, 2004, Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, PT. Gramedia Pustaka Utama, Jakarta
[6] Sugiyono, 2008, Metode Penelitian Bisnis, edisi 11, Alfabeta, Jakarta
[7] Istijanto, 2005, Aplikasi Praktis Riset Pemasaran, PT. Gramedia Pustaka Utama, Jakarta
Published
2010-12-24
How to Cite
Silaban, B., & Arini, A. (2010). ANALISIS PERBANDINGAN ELEMEN-ELEMEN BRAND EQUITY PADA PRODUK OBAT MAAG MEREK PROMAG DAN MEREK MYLANTA. ESENSI: Jurnal Manajemen Bisnis, 13(3), 1-18. https://doi.org/10.55886/esensi.v13i3.186
Section
Articles
