Analisis Brand Equity Produk Susu Pasteurisasi Momomilk di Bogor Junction dan Kantin Sapta Fateta IPB

Abstract

Milk is one of types beverage which nutritious and has economic value. Brands competition of dairy product in Bogor are getting tight, so the way to defend the customers by building a power of brand equity is much needed. Momomilk pasteurized milk is one of local products that compete in Bogor dairy market. The research objectives are to obtain the elements of brand equity, which includes brand awareness, brand association, perceived quality, and brand loyalty of Momomilk pasteurized milk. Based on analysis of brand awareness, Momomilk is in brand recall position. While associations that form brand images of Momomilk pasteurized milk are lot of flavor variations, has a good image, Product that reflects healthy lifestyle, highly nutritious, has a good freshness product, health benefits, reasonable product’s price, tasteful, and has a good product availability . The results on the analysis of perceived quality indicated that 2 attributes are on a very good scale, 13 attributes are on a good scale and 7 atributtes are on a enough scale. Brand loyalty pyramid analysis shows that Momomilk pasteurized milk does not have strong brand loyalty yet because the pyramid is getting narrow on liking the brand level. Based on result of the elements of brand equity analysis shows that Momomilk pasteurized milk does not have strong brand equity yet.