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BRANDING STRATEGY : ANALISIS PERSPEKTIF DALAM SIKLUS KEHIDUPAN PRODUK SEPATU DAN ALAS KAKI

HIMAWAN HENDRO SANTOPO1)


ABSTRACT

Brand, as well as the name for humans, contains positive expectations. Generally a good brand can affect the success of a product on the market, if it is capable to fulfil the expectations of consumers. Companies must bear the enormous when they fail to instil the image of the brand product to the consumers. Therefore,domestic shoe/footwear companies can choose the right brand strategy (branding-strategy), during the life cycle of the shoes/footwear.
On the other hand, the large number of brands and product lines require producers to develop a portfolio strategy using BCG (Boston Consulting Group)Matrix. The goal is to find out the ideal figure in determining strategic planning of brandmanagement.

Keywords : Branding Strategy, Product Life Cycle, BCG Matric

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