Increasing the Brand Awareness of Surabaya’s Coffee Shops in Partnership with Maru Design

Laurencia Citraningrum(1*),


(1) Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
(*) Corresponding Author

Abstract


Maru Design is Surabaya branding agency for small to medium businesses. During author’s internship, Maru Design wanted a tool to help recognition of local coffee shops in Surabaya. The purpose is to raise brand awareness, so Maru Design get indirect promotion. The solution is creating a coffee shops guidebook consists of reviews by author and designed by Maru Design. Therefore, guidebook can be used to increase brand awareness of local coffee shops while promoting Maru Design. The author conduct an online questionnaire to 30 college students who are coffee shops' visitors and coffee drinkers. Then, observation of the shop and owner's interview to complete the guidebook.  Guidebook was made by applying theory of making guidebook by Noor (2018), coffee shop photography by Mike (2017), Writing by Cohen (2017) and Electronic book by Cepulskaite (2020). Through the finding, it is effective because it’s timeless aspect and easy access.

 

Keywords: Brand awareness, Promotion, Guidebook, Coffee shops


Full Text:

PDF

References


Bender, J., Gidlow, B., & Fisher, D. (2013). National stereotypes in tourist guidebooks. Annals

of Tourism Research, 40, 331–351. https://doi.org/10.1016/J.ANNALS.2012.08.006

Cepulkauskaite, L. (2000). Creating e-books and e-journal. Lithuania: Vilnius University.

Cohen, G. (2017, October 5). How to write a guidebook. azcentral.

https://getawaytips.azcentral.com/how-to-write-a-guidebook-12172021.html

Mike. (2017, November 23). Stunning cafe photography: 10 tips for capturing lifestyle photos at

your local coffee shop. Filtergrade. https://filtergrade.com/stunning-cafe-photography-tips-lifestyle-coffee-shop/

Niu, Y., & Wang, C. (2016). Revised unique selling proposition: Scale development, validation,

and application. Journal of Promotion Management 22(6):1-23. DOI: 10.1080/10496491.2016.1214209

Noor, F. (2018). A travel guidebook can be an effective tool for the department of Central

Sulawesi tourism. Bekasi: President University

Rossiter, J. R. (2014). 'Branding' explained: defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21 (7/8), 533-540. https://ro.uow.edu.au/cgi/viewcontent.cgi?article=1637&context=buspapers

Sadat, A. (2009). Brand belief: Strategi membangun merek berbasis keyakinan. Jakarta:

Salemba Empat

Walgroove, A. (2019, July 9). Importance of brand awareness: Advantages and perks. Taboola.

https://blog.taboola.com/importance-of-brand-awareness/

Wijayanti, T. (2017). Marketing plan dalam bisnis. Jakarta: Gramedia




DOI: https://doi.org/10.9744/katakita.9.2.212-218

Refbacks

  • There are currently no refbacks.


Supported by:

Indexed in:

  

   

Tools:

 



Stats (installed since 17 December 2018)
View My Stats