The writer uses internal and external data in order to support the analysis of textile
branding in Indonesia. Moreover the writer also did several interviews with Mr.
Goenawan as President Director in ABC Company, Mr. Bytago as Director in ABC
Company, and Mr.Tejo as man manager division in Matahari Department Store. Beside
that, the writer did survey about branding by reading articles, cases, questioner, and
various secondary data to support the branding analysis. The writer uses quantitative
analysis approach as the research method in this report.
The tight competition makes each company have to think about something unique
about them to make they can survive because they have strength that other can follow.
Price, place, product development, and advertising are easy to copy but brand is a totally
different story. ABC Company is one of the textile companies which absorb this . .
condition very well. In order to win the tight competition, ABC Company chooses to
build brand by improving quality and design rather than joining the price war. However
building a brand is not an easy task. Not only, huge budget, consistent advertisement and
promotion are required to create a high level of awareness and strong brands, but also
consistency in quality, value for money, competitive and keeping promises are necessary.
(34400046) FANNY AGUASTIN
(98-038) Filicia Chandra
(96-010) Richard Von Llewelyn
Universitas Kristen Petra
Year : 2004
2. BRAND LOYALTY
3. CUSTOMER LOYALTY
ABC company, branding, textile industry, competition
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Final Assignment Report No. 00040050/MAN/2004; Fanny Aguastin (34400046)
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