New Wave Marketing Dalam Membangun Brand Equity Di Era Digital

Yama Aditya Nugraha, Umaimah Wahid


The purpose of this research is examine how the establishment of a community of outdoor equipment brand consina in building brand loyalty and how the value of products on the brand of outdoor equipment products consina in building brand awareness. This study uses integrated marketing communication mix. The methodology of this research was applies qualitative approach with case study. The result of this research is the marketing activity of consina always try to align itself with their consumers, it is in accordance with new wave marketing concept where the relationship of a brand with their consumer is horizontal. Consina brand already has a strong character in community that is physical aspect, intellectual aspect, emotional aspect, social aspect, and personality aspect, this impact on the creation of brand awareness among the community, especially among activists of outdoor activities, however for the general public who are not activists of outdoor activities, the level of brand awareness is still in the stage of brand recall. Community management conducted by consina is still not effevtive because brand loyalty formed on brand consina is the result of quality, design, and peice of product from consina brand.


New Wave Marketing, Brand Value, Brand Equity, digital era consumers

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