Planning Strategy Branding Mp-Asi Health Organization Bandung 2017

Susanne Dida, Yanti Setianti, Cyntia Dewi Anggraini

Abstract


MPASI Program is a Bandung Health Service program that has not conducted branding activities. This research used Doctrine Brand Strategy theory from Duane E. Knapp. The results of this study showed that the orientation of the MPASI Program socialization conducted by Bandung City Health Office is a nutrition program that has been done before. Health Office of the city has not maximized in implementing its branding MPASI program, so it requires a planning to perform branding MPASI program. Head of Health Division of Bandung City itself realized the importance of branding activities for the program, but unfortunately these activities have not been implemented optimally.


Keywords


Branding, Doctrine Brand Strategy, Brand Knowledge, MP-ASI

Full Text:

PDF

References


DarmadiDurianto. 2004. StrategiMenaklukanPasarMelaluiRoset Brand Equity danPerilakuMerek. Jakarta: PT. GramediaPustakaUtama

Hedlund 2003,Brand Development in Small Service Company : A case Study at Infologigruppen, Lulea University of Technologi , Ner Jersey

Kapferer, J.N. 1997. Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 2nd ed. London: KOgan Page Limited.

Keller, Kevin L 2003,Strategic Brand Management : Building , Measuring and Mananging Brand Equiy, Second Intrnational Edition, Pearson Prentice Hall, New Jersey

Kotler 1997, Marketing Management, Prentice Hall,New Jersey

Knapp, Duane E. 2001. The Brand Mind set. Yogyakarta: ANDI

Tjiptono, Fandy. 2007. StrategiPemasaran. EdisiKedua. Yogyakarta :Andi.

Kriyantono, R. (2007). TeknikPraktisRisetKomunikasi. Jakarta: Kencana.

Sugiyono.(2012). MemahamiPenelitianKualitatif. Bandung: Alfabeta.

Internet References

Tri Septin MR, 2015. StrategiCo BrandingUntukMeningkatkanEkuitasMerk .diaksestanggal 20 April 2017 jam akses 7.53 WIB

ZendyTedja Wijaya,2014 PenyusunandanImplementasiStrategi Branding ProdukKulinerdalamMembentuk Brand Knowledge sebagaiOleh-OlehKhasKabupatenMadiunhttp://e-journal.uajy.ac.id/diaksespada 28 April 2017 padapukul 17.24




 Â