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Abstract:
Purpose – This
paper aims to create a brand strategy for the Indonesia footwear industry using
Keller's Brand Equity Model and Critical to Quality Tree Model.
Design/methodology/approach
- This
research was conducted using qualitative research approach. The collection of
data through interview, observation, documentation
and Focus Group Discussion (FGD). Then, data was analyzed using a Keller's
Brand Equity Model framework and Critical to Quality Tree Model for Identifying
Customer Needs.
Findings – The
finding confirms the Keller's Brand Equity Model and Critical to Quality Tree
in creating a brand strategy for the Indonesia Footwear Industry context. In
addition, the customer's perception on the brand salience of Keller's Brand
Equity Model are important to develop the brand identity. While, Critical to Quality
Tree Model contribute to identifying the needs of the brand.
Originality/value
– This
research enhances the existing brand's model to strategize a brand equity of
the footwear industry from the customer's perspective.
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