| CoffeeRight is one of the coffeeshops that aleady exist in BSD area. Coffeeshop bussines itself has develop enough in big cities in Indonesia, and has become a promising business, so this business said to have mushroomed in big cities. The amount of business competition could threaten the continuity of CoffeeRight, from the result of interviews, CoffeeRight BSD must create a promotional strategy to compete with the competitors who are currently quite aggressively promoting to get consumers. Based on these problems, a research was conduct which aim to identify the position of brand equity of CoffeeRight in 4 categories namely brand awareness, brand association, perceived quality, and brand loyalty. From the result of brand equity, the formulation for a promotional strategy proposal can be carried. From the result of data processing in questionnaire can be seen that the brand awareness of Coffee Right still not good, this value can be seen from the result of top of mind and brand recall of coffee right consumers has a value below the average compare to its competitors, with a brand image that is still not good compared to its competitors resulted in CoffeeRight’s lack of consumers loyalty. From the SWOT analysis results obtained an analysis of strength, weakness, opportunity, and threat of Coffee Right BSD, from the SWOT analysis, the result can be use as a basis for developing promotional strategies that Coffee Right could do. |