HUBUNGAN ANTARA KOMUNIKASI PEMASARAN TERPADU DENGAN ASOSIASI MEREK PADA KONSUMEN MINUMAN ISOTONIK POCARI SWEAT (STUDI PADA MAHASISWA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS JEMBER)

Abstract

Integrated marketing communication is applied to maximize the positive message and minimize the negative message of a brand, in purpose of creating and supporting a brand relationship. By this communication, integrated marketing communication attempts to maximize the positive messages and minimize the negative message of the brand, to create and support harmonious relationship between the brand and the consumer. To build long-term relationship, integrated marketing communication is also used to build and strengthen a brand. Harmonious relationship between the consumer and the product is formed from consumer’s knowledge and perception of the brand. It is closely related to the equity of the brand, where the brand with a strong equity is the brand which is able to survive, compete, and be leader in intense market competition. The stronger the brand equity, the stronger the attraction in the eyes of consumers to consume the brand faithfully. One of the elements forming brand equity is brand association; a brand will have strong brand equity if it has a positive association to consumers.