ANALISIS MEREK PADA PRODUK DETERGEN BUBUK SURF

Khusniyah Purwani(1*)

(1) Program Diploma III Fakultas Ekonomi Universitas Islam Indonesia, Yogyakarta
(*) Corresponding Author

Abstract

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

Keywords

brand name, memorability, uniqueness, pronounceability, image, consistency with overall corporate branding strategy.

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DOI: 10.23917/benefit.v8i1.1189

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