Analysis of Brand Equity to Assist the Preparation of Corporate Strategy in the Project Division of PT XYZ

Given the immense market potential, presence of global competitors, and intensifying competition, it is crucial to implement the right corporate strategy. The aim of this research is to analyze the factors that have a significant influence on the paint brand, assess the acceptance of PT XYZ’s paint brand by project stakeholders in Indonesia, and provide recommendations for developing a company strategy. The initial stage involves analyzing the company’s Business Model Canvas (BMC) based on nine fundamental principles that facilitate systematic thinking. Subsequently, the study analyzes the impact of brand equity dimensions on brand equity using the Aaker Model and the 7P marketing mix (Product, Place, Price, Promotion, People, Process, and Physical Evidence). The research utilizes non-probability sampling, specifically purposive sampling, with a sample size of 282 respondents who have utilized the company’s sales and after-sales services. The questionnaire data obtained is analyzed using Smart PLS-3. The research findings indicate that brand equity, perceived quality, and brand associations significantly influence brand equity. Additionally, Process, Physical Evidence, Place, Price, and Product indirectly impact brand equity. To enhance brand awareness, increase brand loyalty, improve technical knowledge and salesmanship, and optimize supply chain management, it is recommended that the company evaluates and enhances its promotional programs.