Brand Awareness of Surabaya Residents Toward AZKO’s Brand Elements

Abstract

AZKO is a new home furnishing and lifestyle retail chain introduced in 2025. This brand is the result of a rebranding effort from ACE Hardware, which has previously accompanied it for almost 30 years. Therefore, researchers are interested in researching AZKO's brand awareness. AZKO communicates about its brand, including four Brand Elements, namely Brand Names, Logo and Symbol, URL/Website, and Slogan. This research aims to measure the level of brand awareness of the Surabaya community towards these AZKO brand elements. This research uses a quantitative approach with a survey method through distributing questionnaires to 100 respondents aged 18 years and over who live in Surabaya. Data analysis was conducted to determine the extent to which people recognize and remember these elements. The results showed that the overall level of brand awareness achieved by the Surabaya community towards the AZKO brand was in the brand recall category, which means that most respondents were able to remember the AZKO brand without assistance.