Exploration of The Srategy to Gain Brand Awareness for Darjani’s Product in Tourism Sector

Abstract

Brand awareness is one of many factors that is important to keep a company exist. Because of its importance many companies create strategies to gain brand awareness in the market. A local company named Darjani is using tourism sector as its channel to gain brand awareness. Tourism sector is one of many markets that can be used as a channel to gain brand awareness. It is because there are specific factors to gain brand awareness in tourism sector: local element, integrated marketing communication and product placement. Thus, the researcher creates the research with title “Exploration of the strategy to gain brand awareness for Darjani’s product in tourism sector” in order to find the best strategy to gain brand awareness. The research is using qualitative with method and gather information by doing depth-interview, observation and research libraries. Based on the interview the researcher conclude that the three indicators are important factors to gain brand awareness through tourism sector and the best strategy to gain brand awareness in tourism sector is by combining the three indicators.