STRATEGI BRAND COMMUNICATION DALAM MEMBANGUN udBRAND AWARENESS ud ud(Studi Kualitatif Strategi Brand Communication dalam Membangun Brand udAwareness Rumah Makan Seafood D’cost Surabaya) ud

摘要

Brand communication is important to communicate their brand to society to udbuild their awareness. D’cost has unique strategy to communicate their brand to udtheir customer. The purpose of this research is to describe the brand communication udstrategy of D’cost seafood restaurant to build brand awareness their customers. udThis research uses integrated brand communication of Schultz (1999). There are udinternal brand communication and external brand communication. Internal brand udcommunication is about relationship with supplier, staff, and place. External brand udcommunication uses promotion tools, such as advertising and sales promotion. This udresearch uses qualitative - descriptive methodology. Researcher wants to describe the udbrand communication strategy of D’cost seafood restaurant to build brand awareness. udThe result of this research, D’cost used internal and external brand udcommunication strategy such as staff, cleanness of place and food, communication udtechnology, and promotion tools. Most of customers aware with D’cost from D’cost’s udbrand communication. It is proofed from interview with Mr Yan Agathon as manager udof D’cost Kayun and D’cost’s customers. Researcher hopes, D’cost can spread their udpromotion to not only their new outlet but also their old outlet. It will increase their udawareness of customer. udKey word: brand communication, brand awareness, promotion, seafood restaurant.