Proceedings of the International Conference on Economics and Banking 2015

The Internal Branding Process: Base On Brand Audit

Authors
Dani Dagustani, Herry A. Buchory, Mutia Tri Satya
Corresponding Author
Dani Dagustani
Available Online May 2015.
DOI
https://doi.org/10.2991/iceb-15.2015.11How to use a DOI?
Keywords
Internal Branding Process, Brand Audit
Abstract
Small Business Borondong snack been there long enough in the District Ibun Bandung Regency has no 1960 late, but has not shown a good development. One problem has been that these products do not have a well-known brand, while strengthening the brand has significance for the development of marketing strategies, especially strategies positioning and marketing communications. The purpose of this study was to perform an internal process to build the brand through brand audit to brands of employers in the district of borondong, Ibun. It is observed that the unknown condition of the company's internal strength in an objective and external conditions such as market attractiveness of the borondong business. This research was conducted with descriptive method through surveys and data analysis using matrix mapping analysis 9 cell from the general electric, by mapping the results of the audit to the brand. Results of this research generally shows the external brand strength is high position and medium except the brand Az-zahra, meaning that the traditional food business borondong brand still reliable, especially when calling Borondong Majalaya for internal positions of employers existing brand at medium and high levels. Each brand is highly recommended to make a differentiation that is unique and relevant to the needs of its target market so that products borondong not become generic
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Conference on Economics and Banking (iceb-15)
Part of series
Advances in Economics, Business and Management Research
Publication Date
May 2015
ISBN
978-94-62520-86-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/iceb-15.2015.11How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Dani Dagustani
AU  - Herry A. Buchory
AU  - Mutia Tri Satya
PY  - 2015/05
DA  - 2015/05
TI  - The Internal Branding Process: Base On Brand Audit
BT  - International Conference on Economics and Banking (iceb-15)
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/iceb-15.2015.11
DO  - https://doi.org/10.2991/iceb-15.2015.11
ID  - Dagustani2015/05
ER  -