BRAND AUDIT: Navigasi Evaluasi Merek Dan Formulasi Strategi

Penulis

Cherry Kartika
Universitas Mercu Buana

Kata Kunci:

Brand, Audit

Sinopsis

Brand audit bukan sekadar proses evaluatif, melainkan pendekatan strategis untuk membaca dinamika merek secara utuh—dari identitas yang dibangun di dalam, hingga persepsi yang terbentuk di luar. Buku ini menghadirkan kerangka brand audit yang holistik, mencakup pemetaan aset merek, analisis pengalaman konsumen, pengukuran kinerja, hingga perumusan rekomendasi strategis berbasis data dan insight.

Pendekatan khas dalam buku ini lahir dari perpaduan perspektif akademis dan pengalaman praktis penulis dalam bidang komunikasi pemasaran dan pengelolaan merek. Dengan menggabungkan kerangka konseptual yang kokoh dan pembacaan lapangan yang reflektif, brand audit dihadirkan bukan sebagai prosedur administratif, melainkan sebagai instrumen navigasi strategis—untuk mengidentifikasi celah antara janji dan persepsi, serta mendorong transformasi merek secara berkelanjutan.

Dalam konteks komunikasi yang semakin kompleks, digital, dan tersebar lintas kanal, brand audit menjadi alat krusial untuk menjaga relevansi dan ketahanan merek. Buku ini membuka perspektif baru bahwa hanya dengan pemahaman mendalam dan pengukuran yang sistematis, sebuah merek dapat berkembang secara adaptif, strategis, dan bertanggung jawab menghadapi masa depan.

Bab

  • KATA PENGANTAR
  • UCAPAN TERIMA KASIH
  • DAFTAR ISI
  • BAB 01: MEMAHAMI AUDIT MEREK
  • BAB 02: FONDASI MEREK
  • BAB 03: PROSES AUDIT MEREK: PENDEKATAN HOLISTIK
  • BAB 04: ANALISIS MEREK INTERNAL (BRAND INVENTORY)
  • BAB 05: ANALISIS MEREK EKSTERNAL (BRAND EXPLORATORY)
  • BAB 06: PENGUKURAN KINERJA MEREK
  • BAB 07: SINTESIS TEMUAN DAN REKOMENDASI STRATEGIS
  • BAB 08: STUDI KASUS AUDIT MEREK (ANALISIS HIPOTETIS)
  • BAB 09: MASA DEPAN AUDIT MEREK
  • BAB 10 PENUTUP: MEMBANGUN MEREK TANGGUH DI MASA DEPAN
  • PENUTUP
  • BIODATA PENULIS

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Biografi Penulis

Cherry Kartika, Universitas Mercu Buana

Cherry Kartika adalah dosen tetap di Fakultas Ilmu Komunikasi, Universitas Mercu Buana, sekaligus praktisi berpengalaman di industri periklanan. Sejak 2003, ia telah berkiprah di sejumlah agensi nasional dan multinasional seperti Dwisapta, BBDO Indonesia, dan Grey Group Worldwide, dengan spesialisasi dalam manajemen merek dan komunikasi pemasaran terpadu. Ia telah menangani berbagai kampanye komunikasi untuk klien dari sektor FMCG, layanan keuangan, lembaga swadaya masyarakat (LSM), dan industri lainnya.

Sebagai akademisi, Cherry memfokuskan penelitian pada bidang computer-mediated communication, studi media, dan transformasi digital dalam komunikasi pemasaran. Latar belakangnya sebagai praktisi dan pengajar memberinya perspektif yang menyeluruh dalam menjembatani teori komunikasi dengan praktik industri.

Selain mengajar di Universitas Mercu Buana, ia juga pernah mengajar di beberapa perguruan tinggi swasta ternama seperti Universitas Pelita Harapan, Universitas Tarumanegara, Swiss German University, dan Universitas Multimedia Nusantara.

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BRAND AUDIT: Navigasi Evaluasi Merek Dan Formulasi Strategi

Unduhan

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Diterbitkan

19 Agustus 2025
Hak Cipta (c) 2025 Cherry Kartika (Author)

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Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.

Detail monograf ini

ISBN-13 (15)

978-634-202-665-6

Dimensi Fisik

Cara Mengutip

BRAND AUDIT: Navigasi Evaluasi Merek Dan Formulasi Strategi. (2025). Penerbit KBM Indonesia. https://librarypenerbitkbm.science/index.php/buku/catalog/book/514