PERSEPSI PEMBENTUKAN BRAND AWARENESS DAN BRAND IMAGE MELALUI PENERAPAN INTEGRATED MARKETING COMMUNICATION (Studi Kasus Pada Pengguna Brand Sepatu Nike Di Kalangan Pelari Kota Bogor)

Abstract

Marketing communication tools that were originally fragmented and highlighting each other’s strengths, now begin to join forces because understand the importance of cohesivenessThis research aimed at knowing the process of creating brand awareness and brand image in prospect consumer’s mind after implementation of Integrated Marketing Communication program in a Nike product. The research used qualitative approach based on conceptual frame about Nike product, brand awareness, brand image, and integrated marketing communication by using case study paradigm. Data collection techniques used is observation and in depth interviews. The research indicated that implementation of Integrated Marketing Communication in product could build brand awareness and brand image that would eventually attract prospect consumers to try the product.