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Abstract

This article highlights the integrated marketing communication strategy used by Iphone as a premium smartphone brand facing the competition with other brand during the pandemic.This research will discuss how Iphone is associated by its customer. The theory used on this research is consumer based research by Heding, Knudtzen and Mogens. In depth interviews took place to several Iphone users Vokasi UI college students as a data collecting method. All informants associated the Iphone brand not only for its high price but also from its product quality, shape, features, user experience and symbolic meaning are the result of this research. Consumer based approach can be an option when performing qualitative research abut brand managements to figure out the brand positioning on the costumers mind.

References

Durianto, D., Sugiarto, & Sitinjak, T. (2004). Strategi Menaklukan Pasar Melalui Riset Ekuisitas & Perilaku Merek. Jakarta: Gramedia Pustaka Utama. Heding, T., Knudtzen, C., & Mogens, B. (2009). Brand Management. New York: Routledge. Hollis, N. (2008). The Global Brand. New York: Palgrace Macmillan. Kertajaya, H. (2004). Positioning, Diferensiasi, dan Brand. Jakarta: Gramedia Pustaka Utama. Koekemoer, L. (2004). Marketing Communications. Lansdowne: Jutan and Co. Ltd. Patton, M. Q. (2002). Qualitative Research Methods Qualitative and Evaluation Method, 3rd Edition. California: Sage Publications.

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