Perpustakaan Digital ITB

Brand has become an important element that has contributed to the success of many marketing organization. The practice of branding has been used since long time ago, but the theories of branding are more applicable in several last decades in middle of 1900s. People start to understand the importance of brand. Currently brand is not only as a symbol, it also can be an adding value for product by building the brand. Along with the human consciousness with the effect of brand several research that discusses about the adding value that came from the brand. The research becomes more sophisticated by the emerging a concept of CBBE (Customer Based Brand Equity). One of the adding value that brand can create is premium price. In the previous research that conducted in 2004 by Netemayer, et al. the researcher found, that there are three core CBBE facets that have direct effect to willingness to pay at premium price. The three factors are perceived brand quality, perceived brand value for cost, brand uniqueness. The researcher used regression analysis to find out the associative relationship between three aspects with willingness to pay at premium price in X's jeans. The strongest relationship comes up from perceived brand value for cost category. The researcher collected date from 350 respondents. Most of them agree that X's has strong CBBE.