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"Dalam; era di mana streaming digital telah menjadi hal yang biasa dan penjualan CD/album fisik sudah mencapai titik terendah, kenaikan angka penjualan album fisik di panggung musik Korea Selatan telah menangkap perhatian reporter musik seluruh dunia. Musisi K-Pop (Korean Pop) dianggap 'outlier langka' di era digital masa kini, dan banyak ahli menyatakan bahwa K-Pop akan 'menyelamatkan penjualan CD/album fisik.' Fenomena ini disebabkan oleh berbagai macam faktor, mulai dari kekuatan merek dan loyalitas penggemar dari para musisi K-Pop sampai pengemasan yang unik dari album itu sendiri, yang membuat fenomena ini sulit untik ditiru industri lainnya.

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In an era where digital streaming has become the norm and physical CD sales are at an all-time low, the continuous growth of physical album sales in the South Korean music scene has captured the attention of music reporters worldwide. K-Pop (Korean Pop) artists are now regarded as a 'rare outlier' in today's digital era, with experts denoting that K-Pop is 'saving physical music sales'. This phenomenon is caused by many different factors, ranging from K-Pop acts' strong brand power and fan loyalty to the unique packaging of the album itself, which may make it difficult for other industries to replicate."

"Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang dilakukan oleh produk rumah tangga kategori pelicin pakaian merek Kispray dalam upaya membangun ekuitas merek. Penelitian ini menggunakan metode kualitatif. Pihak brand Kispray mewakili perusahaan dalam memberikan informasi mengenai strategi komunikasi pemasaran yang digunakan Kispray. Kesimpulan strategi komunikasi pemasaran yang digunakan Merek Kispray untuk membangun ekuitas merek adalah advertising, sales promotion, event & experience, dan public relations & publicity. Keempat strategi komunikasi pemasaran yang digunakan masing-masing memiliki tujuan untuk membangun ekuitas merek dari empat kategori pembentukan ekuitas merek menurut Kotler (2009), yaitu brand awareness, brand association, perceived quality, dan brand loyalty. Pemasangan advertising bertujuan untuk pembentukan brand awareness dan brand association. Sales promotion bertujuan untuk membangun lebih jauh brand association. Pelaksanaan event & experience, dan public relations & publicity bertujuan untuk membangun brand association, namun lebih banyak pada tujuan perceived quality dan brand loyalty.

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This research aims to find out the marketing communication strategy undertaken by Kispray brand, aid ironing product, to build brand equity. Research method used in this research is qualitative method. Kispray represents the company to provide information of marketing communication strategies that used by the brand. The conclusion of marketing communications strategy that used by Kispray to build brand equity are advertising, sales promotion, event & experience, and also public relations & publicity. These fourth marketing communications strategy have a goal to build the brand equity of the four categories of brand equity according to Kotler (2009), such as brand awareness, brand association, perceived quality, and brand loyalty. Advertising placement aims to build brand awareness and brand association. Meanwhile, sales promotion aims to build more brand association. Furthermore, the aim of event & experience and public relations & publicity also to build brand association, but the focus is more on the purpose of perceived quality and brand loyalty."

"In this globalization era,multinational corporations (MNCs) are playing a central role in the globalization of economic activities. MNCs must consider one of the most important things in business administration: human resource strategy....."

"Penggunaan strategi brand image dalam upaya peningkatan brand image suatu perusahaan merupakan salah satu instrumen yang efektif guna meningkatkan suatu brand image maupun untuk mempromosikan suatu produk atau jasa baru dari suatu perusahaan. Makalah ini ditulis sebagai upaya untuk mendeskripsikan bagaimana stratgei brand image yang telah digunakan oleh PT GO-JEK Indonesia dalam peningkatan brand image PT GO-JEK Indonesia.

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The use of brand image strategy in attempt to increase brand image of a company is one of the effective instrument to enhance a brand image as well as to promote a new product or service of a company. This paper was written as an attempt to describe the brand image strategy which used by PT GO-JEK Indonesia in the improvement of PT GO-JEK Indonesia brand image strategy."

"Kerawanan ekologis yang disebabkan banjir atau rob yang secara rutin atau permanen datang melanda di sebuah kawasan permukiman dan lingkungan lahan pertanian akan berdampak mengganggu kualitas lingkungan dan kehidupan penduduknya

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"Sebagai sebuah merek yang sudah cukup tua di Indonesia, KFC tetap mempertahankan eksistensinya sebagai pemimpin pasar dalam bisnis makanan cepat saji. Dengan tagline yang berbunyi "Jagonya Ayam" KFC mampu memberi bukti bahwa itu bukan hanya sebuah omong kosong. Lewat kegiatan Public Relations yang dilakukan secara menyeluruh, dimana customer satisfaction merupakan bagian terpenting dalam kegiatan tersebut membuat image KFC sebagai ayam goreng paling lezat tetap terjaga.Oleh karena itu, peneliti tertarik untuk meneliti seperti apa brand image yang dimiliki KFC ditengah ketatnya persaingan antara merek-merek asing yang banyak bermunculan pada saat ini dan sejauh mana pengaruhnya terhadap ekuitas mereknya. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand image KFC terhadap ekuitas merek KFC di Jakarta. Penilaian terhadap ekuitas merek itu sendiri dilakukan dengan mengukur empat dimensi di dalamnya yaitu: brand awareness, brand association, perceived quality, dan brand loyalty.Pendekatan penelitian yang digunakan adalah kuantitatif. Metode penelitian yang digunakan adalah survei dengan menyebarkan kuesioner. Pengambilan sampel dilakukan secara non probabilita dimana tidak semua konsumen mempunyai kesempatan yang sama untuk dijadikan responden Untuk menguji reliablitas digunakan teknik alpha cronbach`s. Hasil yang didapat bahwa dimensi-dimensi penelitian ini cukup reliabel karena tidak ada dimensi yang tidak lolos dalam uji ini. Untuk menguji validitas digunakan metode factor analysis. Dengan melihat nilai KMO didapat hasil bahwa semua dimensi penelitian cukup valid.Langkah selanjutnya untuk melihat pengaruh brand image terhadap ekuitas merek serta dimensi mana dari brand image yang paling berpengaruh terhadap variabel dependen (brand equity) maka digunakanlah multiple regression. Berdasarkan hasil uji regresi terlihat bahwa terdapat pengaruh yang cukup kuat antara variabel brand image dengan variabel brand equity dan dimensi yang berpengaruh signifikan terhadap brand equity adalah afektif.Hipotesis penelitian yang disusun sebelumnya ternyata tidak semuanya dapat diterima. Dari hasil yang didapat ternyata dimensi kognitif tidak berpengaruh terhadap ekuitas merek Sehingga hipotesa yang menyatakan semakin tinggi kognitif semakin tinggi ekuitas merek tidak terbukti.Penelitian ini menyimpulkan bahwa KFC sudah memiliki brand image yang positif di mata khalayaknya. Dimensi yang paling dominan dalam membentuk brand image KFC adalah afektif. Dimensi ini juga yang mempunyai pengaruh kuat terhadap pembentukan ekuitas merek KFC.

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KFC as an old franchise brand in Indonesia still keeping it existency as the market leader in fastfood industry. With "Jagonya Ayam" as the tagline, KFC has given the proof that it`s not just a bullshit. Through Public Relations activities that has been done thoroughly, where customer satisfaction is the main part in the activities has made the image of KFC as the most delicious fried chicken restaurant stand still.Therefore, writer interested to find out what kind of brand image that KFC has in the middle of tight competition between franchise brand that rapidly shows recently. Whereas western culture is truly dominating at this moment. Youngsters especially are the category who closely related with this westernization thing.Which that makes them as the biggest market who consume all those western thing, including foods ofcourse. Where all those western thing are most appreciated by them. The purpose of this research is to find out the effect of brand image into brand equity building. For the brand equity measurement is done by measuring four dimension. Those are brand awareness, brand association, perceived quality, and brand loyalty.This research is using quantitative approach by distributing questionnaire to KFC consumer in Jakarta. Samples are taken with non probability system where not all consumer has the same chance to be respondent. Reliability test is using alpha cronbach`s technique.The results shows that all dimension in this research are relieable enough where all dimension pass the te test. Validity is tested by using factor analysist method. KMO shows all the dimension are valid. The next test to see the effect of brand image to brand equity and to see which dimension has the most powerful effect to dependent variable, is using multiple regression. Regression test gives result that there is quite powerful effect between brand image variable with brand equity variable. The dimension that effect strongly to brand equity is affective. Not all previous hypothetical that has been put in order is correct. The result states that cognitive dimension is not effecting into brand equity. Therofere the hypothetical that states the higher cognitive, the higher brand equity is not proved.This research concludes that KFC already has positive brand image in it target market. Among all the numerous fastfood franchise brand, KFC still stands out. Affective is the most dominant dimension relates with building Brand Image into Brand Equity."

"Nowadays, brand does not function as an identity or to differentiate of one product to others only. The branding has been extending in many product categories which are marketed to consumers. To offer their products, the producers can not rely on functional benefits only, but also needs to take the emotional approach to the consumers by the brand given. The approach to give the emotional benefit is through the personalities of the brand as human personalities, included to fashion products. The brand must appear as the consumers it self in order to gain the brand loyalty in long time.The purpose of this research is to find out how the impact of brand personality to brand loyalty of the consumers of fashion brand Zara at Jakarta. In addition to know which dimension of brand personality is most influential to brand loyalty. This research also using Aaker?s dimensions of brand personality, sincerity; excitement; competence; and sophistication. Aaker?s theory about the benefit of brand (functional; emotional; and self-expressive) is used as the first step to refer the brand personality concept. The theories are used to measure the brand loyalty of the consumers based on Aaker?s and Peter and Olson?s measurement.The approach used in this research is quantitative approach with descriptive as a type of research. In order to get the data that support this research, the writer using purposive sampling by distributed 23 questions related to the indicators from the dimensions stated above to 100 respondents in 5 locations (Zara?s store in Jakarta) with judgemental sampling. To find out the brand personality dimensions as independent variable to brand loyalty as dependent variable, the writer uses factor analysis and multiple regression in the measurement.The finding of this research suggests that three of four dimensions which use in measurement, have significant positive impact to brand loyalty. And the result suggests that dimension of competence has biggest impact to brand loyalty than others dimension in brand personality. Besides, dimension of excitement has no impact to the brand loyalty.This research also gives the managerial implications related to the result to Zara?s management, especially in Indonesia. The consumers did not fully aware and care about the competitive advantage which Zara offers, which most appear in dimension of excitement. So that Zara?s Indonesia should adopt the markets here better and more adaptive in the way to gain the brand loyalty of consumers. The best thing that Zara?s Indonesia can do is through the approach of characteristic, and also the culture of brand preference of Indonesian consumers."

"Nowadays, in a very competitive market, a brand would be very important because product attributes are relatively easy to be imitated. Therefore, a company must control their intangible assets, such as brand equity. Brand Equity is the assets and liabilities, linked to a brand's name and symbol that adds to the value provided by a product or service to a firm and that firm's costumer. The major asset categories are: brand awareness, brand perceived quality, brand association, and brand loyalty. Brand Equity is not built easily. Building, maintaining, and protecting must be controlled professionally. Prestigious brand which has strong brand equity so it has strong association in consumer's mind. With strong brand equity, marketer's goal for developing and getting market share will be obtained. This Research has been conducted to find the analysis of brand equity of Shell Super automotive fuel. The target respondents were the members of HTML (Honda Tiger Mailing List) community. The theory of Brand Equity by David Aaker was used. The goal of this research was to know the Brand Equity analysis of Shell Super automotive fuel upon the members of HTML community. This research used survey research and descriptive research type. Purposive sampling was used in technique sampling research. 100 respondents were analyzed using Distribution Frequencies Method with application on SPSS for Windows Release 15.0. This analysis showed that brand awareness of Shell automotive fuel had a good result because generally the HTML community members were aware with Shell Super. Brand Perceived Quality and Brand Associations also showed a good result. In spite of Brand Loyalty result showed that the respondents weren't loyal but generally respondents like Shell Super."