Brand Elements Exploratory & Assessment to Build Brand Equity Plans for Saejiva 

Abstract

Saejiva's target market consists of wellness and perfume enthusiasts aged 21-40. Currently in the Market Growth stage, Saejiva has a poor consumer retention rate of 2.19%. One of the values associated with brand equity is loyalty (Taylor et al., 2004, 217-227). To measure Saejiva’s brand equity, previous preliminary research in a form of brand audit revealed issues with packaging durability and tagline memorability. To address these, development plans aim to enhance packaging durability and tagline memorability using Keller's Customer-Based Brand Equity (CBBE) approach. This study scope and limitation is through qualitative in-depth interviews as data collection method with 13 respondents of 4 different backgrounds: an environment activist, content creators, wellness enthusiasts, and perfume enthusiasts analyzed using NVivo 14 resulting in business solution & implementation plan consists of leveraging the tagline with storytelling campaigns, strengthening the brand name with a compelling backstory and pronunciation content, improving bottle design with unique features, and enhancing box packaging with English variant names & grand launching preparation. With a September & Q4 2024 budget of Rp1,700,000.00, Saejiva can execute these strategies to improve brand equity, customer retention and loyalty, thereby strengthening its market position and competitiveness.

Keywords: Saejiva, Brand Development, Brand Elements, Keller’s Customer-Based Brand Equity (CBBE) model