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ArtikelMenerobos, membangun serta mengembangkan merek dalam menghadapi pasar kompetitif.  
Oleh: Kurniawati, Dyah
Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Widya Warta: Jurnal Ilmiah Universitas Katolik Widya Mandala Madiun vol. 32 no. 01 (Jan. 2008), page 48.
Topik: Brand; Brand Equity; Loyalty
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    • Nomor Panggil: W76
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Isi artikelTo strive for a brand development which attracts consumers determines the success or failure of a company. Brand is an expectation. To avoid the decrease of its equity, brand should be effectively managed. This requires the maintenance and enhancement on brand awareness, quality and function of which consumers are convinced about the brand. There are five categories commonly used to measure the brand equity, namely : (a) brand loyalty, (b) name awareness, (c) perceived quality, (d) brand association and (e) other proprietary brand assets-patens, trademark, channel relatinship, etcetera.
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