Analisis Ekuitas Merek Produk Bubur Bayi Kemasan di Kota Bogor

Abstract

The rapid development of modern and sophisticated food technology support the emergence of the industrial packaged baby food. Various types and brands of packaged baby food on the market make the brands competition becomes so tight that manufacturers need to know the position of their brand name. The purpose of this study is to measure and analyze brand equity of packaged baby food in Bogor by measuring the level of brand awareness, brand associations, perceived quality, and loyalty. The method used in this research is descriptive analysis method, Cochran Test, Importance Performance Analysis (IPA), and Brand Switching Pattern Matrix. The result of analysis showed that Nestle Cerelac is the superior brand on the element of brand awareness because it is on the top of the top of mind category and on the element of brand association it has the highest brand image associations forming. The quality perception analysis showed that all the perceived quality of brands get the same value. While on the element of loyalty, the strongest brand is Promina brand because it has the largest percentage of committed buyer and the smallest amount of the switcher . Based on the the four elements analysis of brand equity can be concluded that Nestle Cerelac is the brand with the strongest brand equity.