Open AccessBRAND SEBAGAI KEKUATAN PERUSAHAAN DALAM PERSAINGAN GLOBAL
Author(s) -
Yussy Santoso,
Ronnie Resdianto
Publication year - 2007
Publication title -
business management journal/business and management journal (bunda mulia)
Language(s) - English
Resource type - Journals
eISSN - 2598-6775
pISSN - 1907-0896
DOI - 10.30813/bmj.v3i2.342
Subject(s) - brand equity , business , brand management , business administration , brand awareness , promotion (chess) , marketing , brand extension , product (mathematics) , advertising , political science , mathematics , geometry , politics , law
Abstrak Many industries grow fast before and after globalization. In this period, the company must think about production, financing, operation, human resource management, and marketing. It is important to market their products or services unto customers. Marketing mix includes product, price, place, and promotion. One aspect of product mix is brand. Brand is one aspect for company strength in global competitiveness. In this time, brand explains about : Positioning-Differentiate-Brand Theory, Brand Communication, Brand Equity, Strategy Brand Management. Kata Kunci Brand, Global Competitiveness, Brand Communication, Brand Equity