Hendrajaya, Gracia and Finardi, B. Agus (2012) Effective Corporate Branding Strategy to Increase Sales Performance - Case of “X” Department Store. Bachelor thesis, Swiss German University.

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Abstract

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.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Branding Strategy; Brand Identity; Brand Image; Brand Loyalty; Sales
Subjects:	H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	17 Mar 2021 06:10
Last Modified:	17 Mar 2021 06:10
URI:	http://repository.sgu.ac.id/id/eprint/1160

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