BRAND COMPETITIVENESS WARALABA FRIED CHICKEN TERNAMA DI INDONESIA: STUDI KASUS KFC, A&W, CFC, MCD DAN RICHEESE FACTORY
Abstract
Identitas visual merek merupakan asset strategis yang berperan penting dalam membangun keunggulan kompetitif, terutama melalui logo sebagai repsentasi utama citra dan makna merek. Logo tidak hanya berfungsi sebagai alat identifikasi dan diferensiasi, tetapi juga membentuk persepsi konsumen, mempengaruhi sikap, niat pembelian dan loyalitas merek. Penelitian ini bertujuan menganalisis lima logo merek waralaba fried chicken di Indonesia serta peran logo bisa berdampak bagi keunggulan waralaba. Penelitian ini mengunakan pendekan kualitatif dengan menggunakan metode komparatif dengan melibatkan 51 mahasiswa ekonomi di Kota Medan. Hasil penelitian menunjukan karakteristik merek: kualitas produk, brand equity, efektivitas kampaye pemasaran dan harga muncul sebagai dimensi yang membentuk daya saing merek dan sensitivitas konsumen, sehinga KFC bisa menjadi yang terbesar di Indonesia.
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DOI: https://doi.org/10.61715/jmeb.v5i1.128
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