Leveraging Brand Equity for Promotion Mix Formulation to Strengthen the Positioning of a Consulting Company (Case Study: Xyz Consulting)
Sumarliyanti*, Sonny Rustiadi
Institut Teknologi Bandung, School of Business Management, Jakarta, Indonesia
Abstract: This study aims to understand the current perception of decision-makers in business enterprises in Indonesia toward the brand equity of one multinational consulting company in the Indonesia branch, XYZ Company. The employed brand equity model comprises four dimensions by Aaker, namely Brand Awareness, Brand Association, Brand Loyalty, and Perceived Value. Other dimensions of brand equity toward the consultancy company also occurred in the result of the research, which are Brand Image, Reputation, Price, and Trustworthiness. The sample group consists of internal stakeholders from the company, and external stakeholders of existing and non-customer with valuable input from marketing communication experts. The directions from internal stakeholders on how the positioning of the company and the feedbacks from the external stakeholder become the foundation to build the promotion mix of the integrated marketing communication plan.
Keywords: Consulting company, business, service, brand, awareness, perception, marketing communication