When Coffee Meets Sustainability: Building Green Brand Awareness Through Integrated Marketing Communication
Keywords:
Communication strategy; brand awareness; IMC; sustainability; Kopi Nako;Abstract
Increasing competition in the food and beverage industry encourages brands to implement effective marketing communication strategies to build brand awareness, particularly those that emphasize sustainability values. This study aims to analyze the communication strategy of the “NAKOLABORASI X DAUR BAUR” campaign conducted by Kopi Nako in building brand awareness. This research applies the Integrated Marketing Communication (IMC) concept, focusing on experiential marketing, social media marketing, and community-based marketing, and relates it to the concept of brand awareness. The study employs a descriptive qualitative method with a case study approach through in-depth interviews, observation, and document analysis. The findings indicate that the integrated communication strategy contributes to increasing Kopi Nako’s brand awareness, particularly green brand awareness, where the brand is not only recognized but also associated with sustainability values.
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