CREATING A BRAND STRATEGY FOR THE FOOTWEAR INDUSTRY

Abstract

Purpose – This paper aims to create a brand strategy for the Indonesia footwear industry using Keller's Brand Equity Model and Critical to Quality Tree Model. Design/methodology/approach - This research was conducted using qualitative research approach. The collection of data through interview, observation, documentation and Focus Group Discussion (FGD). Then, data was analyzed using a Keller's Brand Equity Model framework and Critical to Quality Tree Model for Identifying Customer Needs. Findings – The finding confirms the Keller's Brand Equity Model and Critical to Quality Tree in creating a brand strategy for the Indonesia Footwear Industry context. In addition, the customer's perception on the brand salience of Keller's Brand Equity Model are important to develop the brand identity. While, Critical to Quality Tree Model contribute to identifying the needs of the brand. Originality/value – This research enhances the existing brand's model to strategize a brand equity of the footwear industry from the customer's perspective.