The high number of players in one single market caused a high degree of competition in product category, in this situation, brand held a significant role in the consumer’s mind. Brand with a high degree of equity will have more competitive advantage, the ability to command higher price thus take control of the market. Brand equity analysis is a part of brand management effort that all companies must exercise to understand its position in competition, and also the strengths and weaknesses in their brand compared to its competitor. Acaciana is a brand in the refill business, with product range in refill inkjet, compatible cartridge, and paper. In this research, the type used was descriptive research to understand the causal relationship between factors that influence brand equity. The research was done with minimal intervention from the researcher with one-shot/cross sectional time horizon. This research took place in Jakarta, on 19th December 2007-19th January 2008, the sampling method used was purposive sampling and the analysis methods used were frequency analysis and multiple regression. The result of the research showed that the consumer score for brand awareness, brand association and perceived value for acaciana was quite high with brand association ranked higher than the other two factors. From the multiple regression results this research showed that brand awareness, brand association and perceived value together have a significant influence on brand equity, the multiple regression results also showed that brand awareness, brand association and perceived value each have a significant partial
influence on brand equity. The brand awareness, brand association and perceived value have a positive relationship with brand equity and can be used as predictors for brand equity. The communication strategy proposed is mainly on the emphasis in the attribute ranked high by the consumer especially in price and quality. By using this attributes and its support, such as after-sales service and customer support, the brand can create a difference in consumer mind from its competitor. The positive association in price and quality can be strengthen using advertising and events. |