FORMULATING BRAND AWARENESS STRATEGY FOR ADAMAR CUSTOMER
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Adamar was established since 2014 in Surabaya. Adamar has a vision to become a local brand that produce products with premium quality. Adamar runs in fashion industry, and produce accessories like woman’s bags that made from synthetic leather or genuine leather. Since launching the first product until now, Adamar already have 8 different models for woman’s bags in the market. The research purpose is to formulate a strategy that help ADAMAR gain awareness from the customer as local brand. The method of this research is descriptive qualitative research. The collection method is done by using deep interview with open question. The Subject of this research is the practitioner with 5 years experience, the Benchmark Company, and customers chosen by the researcher with purposive sampling method. Object of this research is ADAMAR. To proof the credibility of this research using Triangulation Method. The results of this research show that one of the best strategy for a new brand is by using and developing advertising those and to choose the right media to distribute it. Then, IMC (Integrated Marketing Communication) is the right strategy when the brand was just build, as it helps the brand prepare to compete in the market in the future. After that, the brand can develop all the tools in the IMC.