Utilizing Brand Audit To Develop Brand Health Sebuah Kajian Literatur
DOI:
https://doi.org/10.55606/sinov.v5i1.561Keywords:
brand audit, Marketing Audit, Develop Brand HealthAbstract
Marketing plays a key role in the success of an organization. However, in a situation that is turbulent, challenging, and a competitive business environment, which will also affect the marketing environment, it is becoming increasingly important for organizations to know and periodically review the effectiveness of their marketing efforts. Effective marketing starts with a well-planned marketing strategy. A good marketing strategy helps marketers define the vision, mission and business goals, so that they can outline the steps that need to be taken to achieve the vision, mission and goals. The marketing strategy that is formed will affect the way the organization runs its entire business, so it must be planned and developed properly. Marketing strategy is a broad and comprehensive strategic planning tool that describes the business, products and services, explains the position and role of products and services in the market, provides a clear picture of customer and competitor profiles, identifies marketing tactics to be used, allows the organization to create a marketing plan all at once measure its effectiveness
Downloads
References
A. Merkle Company. (2021, October 31). A. Merkle Company. (C.-A. Morgan, Producer, & Merkle Company) Retrieved October 31, 2021, from B2B International: https://www.b2binternational.com/what-we-do/brand/brand-tracking-research/
Ahmad, N. S., Musa, R., & Harun, H. M. (2016). The Impact of Social Media Content Marketing (SMCM) towards Brand Health (Vol. 37). Elsevier. doi:10.1016/S2212-5671(16)30133-2
Ahmad, N. S., Musa, R., Harris, M., & Harun, M. (2016). The Impact of Social Media Content Marketing (SMCM) towards Brand Health. Procedia Economics and Finance, 37, 331-336. doi:10.1016/S2212-5671(16)30133-2
Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2003, October). Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, 67, 1-17. doi:10.1509/jmkg.67.4.1.18688
Berg, J. D., Matthews, J. M., & O"Hare, C. M. (2007, October 1). MIT Sloan Management Review. Retrieved October 17, 2021, from MIT Sloan Management Review Web site: https://sloanreview.mit.edu/article/measuring-brand-health-to-improve-topline-growth/
Cabral , L. M. (2008, October 31). Stretching Firm and Brand Reputation. NYU Working Paper(EC-00-07). Retrieved November 8, 2021, from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1292686
Chang, W.-J., & Chung, Y.-C. (2016). A Review of Brand Research (1990–2010): Classification, Application and Development Trajectory. Int. J. Services Technology and Management, 22(1/2), 74-105. doi:10.1504/IJSTM.2016.077657
Dagustani, D., Buchory, H. A., & Satya, M. T. (2014, December). The Brand Building: Developing Brand Asset Valuator and Brand Association ( Empirical study on traditional snack food In Indonesia). International Journal of Business, Economics and Law, 5(2). Retrieved January 16, 2022, from researchgate.net: https://www.ijbel.com/wp-content/uploads/2014/12/BUS-25-The-Brand-Building-Developing-Brand-Asset-Valuator-and-Brand-Association-Empirical-study-on-traditional-snack-food-in-Indonesia.pdf
Erdem, T., Swait, J., & Louviere, J. (2002). The Impact of Brand Credibility on Consumer Price Sensitivity. International Journal of Research in Marketing, 19, 1-19. Retrieved November 8, 2021, from http://www.elsevier.com/locate/ijresmar
Heaton, J. (2010, December 10). A. Tronvig Group. Retrieved October 31, 2021, from A. Tronvig Group Web site: https://www.tronviggroup.com/brand-health/
Keller, K. L. (2013). Strategic Brand Management (4 ed.). (K. Bloom, Ed.) Essex, England: Pearson. Retrieved January 7, 2022, from http://brandabout.ir/wp-content/uploads/Keller_Strategic_Brand_ManagementBookFi.pdf
Keller, K. L., & Lehmann, D. (2006, November-Desember). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740-759. doi:10.1287/mksc.1050.0153
Kemp, E., & Bui, M. (2011). Healthy Brands: Establishing Brand Credibility, Commitment, and Connection Among Consumers. Journal of Consumer Marketing, 28(6), 429–437. doi:10.1108/07363761111165949
Kerin, R. A., & Sethuraman, R. (1998, September). Exploring the Brand Value-Shareholder Value Nexus for Consumer Goods Companies. Journal of the Academy of Marketing Science , 26(260). doi:10.1177/0092070398264001
Lestari, R., Wahyono, R., & Siswati, A. (2020). Model of Measuring Marketing Effectiveness Using Marketing Audit Approach: Literature Review (Vol. 8). The International Journal of Business and Management. doi:10.24940/theijbm/2020/v8/i10/BM2010-045
Marrs, M. K., & Gajos, R. (2011). Utilizing Brand Audit to Develop University Brand: A Case Study. ASBSS Anual Conference. 18, pp. 964-974. Las Vegas: ASBBS. Retrieved January 7, 2022, from http://asbbs.org/files/2011/ASBBS2011v1/PDF/M/MarrsM.pdf
Mirzaei, A., Baumann, C., Johnson, L. W., & Gray, D. (2016). The Impact of Brand Health on Customer Equity. Journal of Retailing and Consumer Services, 33, 8-16. doi:10.1016/j.jretconser.2016.07.001
Rego, L. L., Billet, M. T., & Morgan, N. A. (2009, November). Consumer-Based Brand Equity and Firm Risk. Journal of Marketing, 73, 47-60. doi:10.1509/jmkg.73.6.47
Shankar, V., Azar, P., & Fuller, M. (2008, July-August). BRAN*EQT: A Multicategory Brand Equity Model and Its Application at Allstate. Marketing Science, 27(4), 567-584. doi:10.1287/mksc.1070.0320
Stutzman, C. (2011, May 18). Forrester Corporation. (G. F. Colony, Producer) Retrieved November 2021, 2021, from Forrester Corporation Web Site: https://go.forrester.com/blogs/11-05-18-how_healthy_is_your_brand/
Suliman, A. M., & Al-Ghadeer, H. (2015). Marketing Audit Impact on Organizations' Marketing Performance: An (Vol. 1). European International Journal of Science and Humanities. Retrieved January 2, 2022, from https://www.academia.edu/16474327/01_Marketing-Audit-Impact-on-Organizations-Marketing-Performance-An-Empirical-Study-on-Private-Hospitals-in-Amman
Taghian, M., & Shaw, N. R. (2002). The Marketing Audit and Business Performance: An Empirical Study of Large Australian Companies. ANZMAC (pp. 3151-3157). Research Gate. Retrieved December 19, 2021, from https://www.researchgate.net/publication/237428376
V., I. (2021, October 4). About Us: SmallBizGenius. Retrieved October 30, 2021, from SmallBizGenius.net: https://www.smallbizgenius.net/by-the-numbers/branding-statistics/#gref
Wallstrom, A., Karlsson, T., & Salehi-Sangari, E. (2008, August-October). Building a corporate brand: The Internal Brand Building Process in Swedish Service Firms. BRAND MANAGEMENT, 16(1-2), 40-50. Retrieved January 16, 2022, from http://www.diva-portal.org/smash/record.jsf?pid=diva2:988615
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Media Informasi Penelitian Kabupaten Semarang
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
