STRENGTHENING BRAND IDENTITY TO INCREASE BRAND AWARENESS: A CASE STUDY OF "JALAN JALAN THAILAND" IN THE INDONESIAN MARKET.

Abstract

This research study aims to explore how a strengthened brand identity can increase brand awareness and its impact on the revenue of "Jalan Jalan Thailand" (JJT) in the Indonesian market. Based on Keller's Customer-Based Brand Equity (CBBE) model and Kapferer's Brand Identity Prism, this paper argues that a strong brand identity communicated through digital marketing is a key factor in increasing brand awareness among a target audience. Data were collected using a mixed-method design, including a structured online survey of 192 Indonesian tourists and observational analytics from JJT's Instagram and TikTok accounts over a 90-day period. Findings suggest that brand awareness is strongly influenced by a clear brand identity promoted via digital marketing, as evidenced by significant growth in online engagement and follower counts. However, the study also found that this increased awareness did not directly lead to increased revenue during the observed period. The paper suggests future research implications, such as using more specific respondents and conducting pilot tests before survey distribution, as well as practical implications for JJT to better convert brand awareness into sales by addressing specific traveler needs and incorporating clearer calls-to-action.

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