Effective corporate branding strategy to increase sales performance - case of X department store

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Effective corporate branding strategy to increase sales performance - case of X department store

Hendrajaya, Gracia - Personal Name; Finardi, Agus - Personal Name; Pasasa, Linus - Personal Name;

Based on previous research, “X”DEPARTMENT STORE brand image is low. It enhances the author to found out the effective branding strategy to strengthen its brand image, and also relationship with the sales. Based on Aaker's book “Building Strong Brands” (2002), he used brand identity methods as the branding strategy. To measure the effectiveness of branding strategy itself, the author did interview with company's marketing manager about branding strategy and brand identity of the company, and also do questionnaire to know current brand image. What is the relationship between branding strategy and sales performance? The author found out one aspects of brand equity that affects sales performance directly. There was brand loyalty. The author also tried to measure what factors that made brand loyalty stronger, from branding strategy point of view, to generate better sales performance for the company.

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B01212 (wh) Available

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Series Title: -
Call Number: 1212
Publisher: : Swiss German University., 2012
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
Media Type: -
Carrier Type: -
Edition: -
Subject(s): IBA
Specific Detail Info: -
Statement of Responsibility: -

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