Carroserie Company “X” Brand Equity Evaluation

Abstract

This study aims to evaluate the brand equity of "X" carroserrie for truck company. The examination of brand equity in this research is based on two perspectives; corporate perspective and customer perspective. Meanwhile, this study also examines some elements of brand equity, namely brand element, brand positioning, secondary association, brand identity, brand meaning, brand response, and brand relationship. This research is a qualitative research which employs a case study of "X" car accessories shop. The respondents in this study consist of corporate representatives, sales intermediary, design consultant, and customers. Customer respondents include decider and user customers. A total of ten respondents take part in this research. Based on the result of the evaluation, it can be concluded that the main weakness of "X" car accessories shop is brand meaning with special emphasis on pricing strategy and product or service quality consistency. Additionally, the company also needs to improve their brand positioning and brand relationship with customers. These conclusions suggest that the brand equity of "X" car accessories shop is not strong enough. Improvements can be made on the factors previously discussed.