Impact of brand awareness, brand equity and brand slogan towards product advertisement: A case study in advertising industry / Rohani Jangga ...[et al.]

Jangga, Rohani and M Ali, Norlina and Shahwir, Siti Farrah and Kamarolzaman, Noraishah and Mohd Hatta, Hazieqa Syabilla (2019) Impact of brand awareness, brand equity and brand slogan towards product advertisement: A case study in advertising industry / Rohani Jangga ...[et al.]. In: The 6th International Accounting & Business Conference 2019. Secretariat of IABC 2019, 6th . UiTM Cawangan Johor, Segamat Johor, p. 84.


Brand awareness is a company’s competitive advantage and is a part of a marketing strategy which helps to spread information about a selected company and their products and services. It is crucial that customers remember and recognize a favorite brand every time they want to buy a product. In today’s fast evolving marketing scenario, technology has been used to capture a wider target market as almost all product information is at the fingertips of
consumers. Through good marketing campaigns such as using social media apps, strong brand awareness can be created, and customer loyalty maintained. Technically, brand slogan talks about your idea and themes of the company. Sometimes, the name of the company does not represent the products of the company. Thus, the slogan will help users understand more about the products
of the company. In addition, brand slogan helps each company to highlight the unique value propositions which means every tagline has their own meaning. Hence, the slogan will help the company to reflect its mission statement, is short and catchy to attract customer’s attention and can be understood clearly. Brand equity is the value of the brand itself which means it can be described as having a well-known brand name, able to generate revenue which can lead to brand recognition. Brand equity is crucial in increasing profit margins, create
customer loyalty, expand business opportunities and competitive advantage.


Item Type: Book Section
Email / ID Num.
Jangga, Rohani
M Ali, Norlina
Shahwir, Siti Farrah
Kamarolzaman, Noraishah
Mohd Hatta, Hazieqa Syabilla
Email / ID Num.
Kassim, Mohd Azraai
Joyosumarto, Subarjo
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Series Name: Secretariat of IABC 2019
Volume: 6th
Page Range: p. 84
Keywords: Brand awareness; brand equity; brand slogan; product advertisement; UiTM Cawangan Johor
Date: 2019
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