STRATEGI BRAND COMMUNICATION DALAM MEMBANGUN BRAND AWARENESSud(Studi Kualitatif Strategi Brand Communication dalam Membangun Brand Awareness Rumah Makan Seafood D’cost Surabaya)

摘要

Brand communication is important to communicate theirudbrand to society toudbuild thudeirudawareness. D’cost has unique strategy to communicate their brand toudtheir customer. The purpose of this research is to describe the brand communicationudstrategy of D’cost seafood restaurant to build brand awareness their customers.udThis research usesudintegrated brand communication of Schultz (1999). There areudinternal brand communicaudtudion and external brand communication. Internaludbrandudcommunicationudisudabout relatiudonship with supplier, staff, andudplace. External brandudcommunication uses promotion tooluds, such as advertising and sales promotion. Thisudresearch usesudqualitativeud-uddescriptiveudmethodologyud. Researcher wants to describe theudbrand communication strategy of D’cost seafood restaurant to build brand awareness.udThe result of this research, D’costudused internal and external brandudcommunudiudcation strategy such as staff,udcleannessudof place and food, communicationudtechnology, and promotion tools. Most of customers aware with D’cost from D’cost’sudbrand communicaudtudion. It is proofedudfrom interview with Mr Yudan Agathudoudnudas managerudof D’cost Kayun and D’cost’s customers. Researcher hopeudsud, D’cost can spreadudtheirudpromotion to not only their newudoutlet but also their old outletud. It will increase theirudawareness of customer.udKey word: brand communication, brand audwareness, promotion, seafood restaurant.