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 (2020) Impact of brand awareness, brand equity and brand slogan towards product advertisement: a case study in advertising industry / Rohani Jangga ... [et al.]. Insight Journal : International, Refereed, Open Access, Online Journal, 6 (20). pp. 199-207. ISSN 2600-8564

Abstract

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 is about ideas 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 its own meaning. Hence, the slogan that 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.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Jangga, Rohani
UNSPECIFIED
M Ali, Norlina
UNSPECIFIED
Shahwir, Siti Farrah
UNSPECIFIED
Kamarolzaman, Noraishah
UNSPECIFIED
Mohd Hatta, Hazieqa Syabilla
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof. Dr. Saunah
UNSPECIFIED
Editor
Ismail, Dr. Noriah
UNSPECIFIED
Editor
Raja Ahmad, Assoc. Prof. Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Assoc. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Assoc. Prof. Dr. Mohd Halim
UNSPECIFIED
Editor
Mohd Ariff Albakri, Assoc. Prof. Dr. Intan Safinas
UNSPECIFIED
Editor
Shamsuddin, Assoc. Prof. Dr. Hj Amanuddin
UNSPECIFIED
Editor
Zakaria, Assoc. Prof. Dr. Nor Balkish
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Editor
Mat Kamal, Dr. Siti Nuur-Ila
UNSPECIFIED
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
Journal or Publication Title: Insight Journal : International, Refereed, Open Access, Online Journal
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 6
Number: 20
Page Range: pp. 199-207
Related URLs:
Keywords: Brand awareness, brand equity, brand slogan, product advertisement, UiTM Cawangan Johor
Date: 2020
URI: https://ir.uitm.edu.my/id/eprint/43093
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