| At this time a lot of pop music school, a music school that can survive the Purwa Caraka Music Studio. In Indonesia alone there are several well-known music schools in addition to Purwa Caraka Music Studio is Yamaha Music School, Foundation for Music Education, Music Education Institute Farabi. The schools were never quiet music enthusiasts. Number of School Music will require attention in terms of promotion.Based on these problems then do an objective study to identify the position of brand equity Purwa Caraka Music Studio in 4 categories, among others, brand awareness, perceived quality, brand association and brand loyalty. With the results obtained on the identification of the proposed formulation is then performed promotional strategy. The results of data processing on a questionnaire study found that public awareness of the Caraka Purwa Music Studio which is high in Caraka Purwa Music Studio to be one top of mind with the first order. With the impression of quality as a music school that has qualified human resources and has she image as a music school that has a curriculum that is good quality it is natural that many respondents are quite loyal to Purwa Caraka Music Studio. From the analysis of multidimensional scaling (mds) found five factors representing each of these attributes by using factor analysis. Multidimensional scaling analysis aims to transform consumer judgments ofsimilarit) or preference in the form of mapping is displayed in a multidimensional space. Once we get the results of the analysis of brand equity and multidimensional scaling, we will make concrete proposals promotions related to the results of the analysis and multidimensional scaling equiy brand that we have if the data processing. |