This research explains about how to implement the "6AS" concept (analysis,
awareness, acceptability, affordability, availability, and assimilability) in the brand
management endeavor in its relation to strategic management concept, which is
renowned as Integrated Brand Strategy.
The writer uses a qualitative analysis through-out the research by conducting
observations, interview>, and by collecting data and theories from literature and
internet. The analysis is meant to generate a solution to mediocrity in brand
management conduct in consumer-electronic industry, especially in East Kalimantan.
Firstly, the research discuss about the role of brand management in strategic
management. Then, the writer explains about the implementation of the "6AS" in all
strategic layers of management, in accordance with the Integrated Brand Strategy in
the aspect of People, Process, and Tools. Finally, the writer goes into the specific area
(East Kalimantan), whose position in strategic layers is at the business and functional
level, and discusses the implementation of "6AS" in the field.
(34401001) ANTON WIRAHARJA KUSNADI
(98-038) Filicia Chandra
Universitas Kristen Petra
Year : 2005
1. CONSUMER SATISFACTION
2. CONSUMERS' PREFERENCES
analysis, awareness, acceptability, affordability, availability, assimilability, integrated brand management, strategic management
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Final Assignment Report No.00040072/MAN/2005; Anton W. Kusnadi (34401001)
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