STRATEGI BRAND COMMUNICATION DALAM MEMBANGUN BRAND AWARENESS (Studi Kualitatif Strategi Brand Communication dalam Membangun Brand Awareness Rumah Makan Seafood D’cost Surabaya)

Puspita Angga , Kusumawardani (2013) STRATEGI BRAND COMMUNICATION DALAM MEMBANGUN BRAND AWARENESS (Studi Kualitatif Strategi Brand Communication dalam Membangun Brand Awareness Rumah Makan Seafood D’cost Surabaya). Undergraduate thesis, Faculty of Social and Politics.

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Abstract

Brand communication is important to communicate their brand to society to build their awareness. D’cost has unique strategy to communicate their brand to their customer. The purpose of this research is to describe the brand communication strategy of D’cost seafood restaurant to build brand awareness their customers. This research uses integrated brand communication of Schultz (1999). There are internal brand communication and external brand communication. Internal brand communication is about relationship with supplier, staff, and place. External brand communication uses promotion tools, such as advertising and sales promotion. This research uses qualitative - descriptive methodology. Researcher wants to describe the brand communication strategy of D’cost seafood restaurant to build brand awareness. The result of this research, D’cost used internal and external brand communication strategy such as staff, cleanness of place and food, communication technology, and promotion tools. Most of customers aware with D’cost from D’cost’s brand communication. It is proofed from interview with Mr Yan Agathon as manager of D’cost Kayun and D’cost’s customers. Researcher hopes, D’cost can spread their promotion to not only their new outlet but also their old outlet. It will increase their awareness of customer. Key word: brand communication, brand awareness, promotion, seafood restaurant.

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