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Khusniyah Purwani
Program Diploma III Fakultas Ekonomi Universitas Islam Indonesia, Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS MEREK PADA PRODUK DETERGEN BUBUK SURF Khusniyah Purwani
Benefit: Jurnal Manajemen dan Bisnis Benefit : Kumpulan Makalah Diskusi Dosen FE UMS Volume 8 No 1 Juni 2004
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v8i1.1189

Abstract

This research was aimed at examining and evaluating a new brand name of powder detergentproduct, Surf. The evaluation was based on five categories of good brand name consisting ofmemorability, uniqueness, pronounceability, image, and consistency with overall corporate brandingstrategy. The questionnaire used the above five categories combined with Chiranjeev Kohli’s criteria.
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