STRATEGY TO INCREASE BRAND AWARENESS OF COFFEE "HABEN NAGEN"

Abstract

The increase of coffee lovers in Indonesia is marked by the growing coffee business in various parts of the archipelago, both retail and large-scale business. Now, drinking coffee is more than a habit, but a lifestyle. These coffee connoisseurs are even included as part of the "third wave coffee" which shows that they not only enjoy coffee, but also look at its history, processing, presentation, and making the taste The spirit of Haben Nagen coffee as a brand of coffee should be pinned on the market situation above. It's time to strengthen the Haben Nagen brand to make it the top choice for coffee lovers in the Mount Puntang area and its surroundings. Because this area has a huge tourism potential, especially for coffee lovers. To achieve this goal, the stages of brand strengthening will be used through 1. Branding awareness, 2. Building brand identity 3. Application of branding activities and 4. Evaluation and guidance for the independence of the brand. In the end, it is expected that the brand will become an entity that has a better brand value so that ultimately the brand equity of Haben Nagen will increase.