Leveraging Brand Equity by Applying Brand Communication and Forming City Branding Based on Unique Selling Proposition (A Case of Crafts City)

Hidayat Asep Tarman, Soeaidy Mohammad Soleh, Arisman Ari and Taufiq Adhitya Rahmat
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Hidayat Asep Tarman: Economic Faculty, Siliwangi University, Tasikmalaya, Indonesia
Soeaidy Mohammad Soleh: Economic Faculty, Siliwangi University, Tasikmalaya, Indonesia
Arisman Ari: Economic Faculty, Siliwangi University, Tasikmalaya, Indonesia
Taufiq Adhitya Rahmat: Economic Faculty, Siliwangi University, Tasikmalaya, Indonesia

International Journal of Business and Administrative Studies, 2019, vol. 5, issue 2, 74-83

Abstract: The purpose of this study is to find out how the influence of a unique selling proposition on brand com- munication and city branding will build brand equity for a city. This research uses descriptive empiric. The survey was conducted in Tasikmalaya with the number of samples is 265 respondent whom they are the origin of this city, or, at least, have been dwelling this city for about two years, by using purposive sampling. The analysis used for this research is Structural Equation Modelling (SEM) where it needs to examine the influence between the Unique Selling Proposition towards Brand Communication, City Branding, and Branding Equity. The result of this research shows that the Unique Selling Proposition influences Brand Communication and City Branding. Thus, the better unique selling proposition will increase brand communication and build good city branding as the City of Crafts. Moreover, the unique selling proposition did not influence brand equity. Thus, it still can not build brand equity as well, because if the uniqueness in the proportion of sales is not communicated, it will not make the stakeholders aware that they will not even make it loyal. The results also proved that there is a strong influence between city branding towards brand equity so that it can be concluded, through the good city branding will make brand equity better. The originality of this research is by doing the observation of brand equity from a city through city branding with a unique selling proposition approach.

Keywords: Brand communication; brand equity; city branding; unique selling proposition (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2019:p:74-83

DOI: 10.20469/ijbas.5.10003-2

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