PROPOSED STRATEGY FOR USING BRAND AMBASSADORS TO INCREASE RABBANI'S BRAND AWARENESS

Authors

  • Nadhirah Fahrani Padjadjaran University
  • Cecep Safaatul Barkah Padjadjaran University, Sumedang, Indonesia
  • Tetty Herawati Padjadjaran University, Sumedang, Indonesia
  • Lina Aulina Universitas Jambi

DOI:

https://doi.org/10.22437/jbsmr.v7i1.26900

Keywords:

Brand, Awereness, Ambassador, Strategy, SWOT

Abstract

This study aims to look at the condition of the company's business environment by using SWOT analysis to formulate the right strategy to increase Rabbani's brand awareness. Qualitative research with the case study method is the type of research used. From the analysis results, it is known that the company is in quadrant one, which indicates that it needs a growth strategy. One way to be done is to increase brand awareness through brand ambassadors. Brand ambassadors aim to increase brand awareness and drive sales. The selection of brand ambassadors can be determined by considering the characteristics of brand ambassadors, namely transference, congruence, credibility, attractiveness, and strength.

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References

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Published

2023-12-22

How to Cite

Fahrani, N., Barkah, C. S., Herawati, T. ., & Aulina, L. (2023). PROPOSED STRATEGY FOR USING BRAND AMBASSADORS TO INCREASE RABBANI’S BRAND AWARENESS. JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW, 7(1), 105-111. https://doi.org/10.22437/jbsmr.v7i1.26900

Issue

Vol. 7 No. 1 (2023): JBSMR, Vol 7 No.1 December 2023

Section

Table of Contents

License

Copyright (c) 2023 Nadhirah Fahrani, Cecep Safaatul Barkah, Tetty Herawati, Lina Aulina

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.