The Level of Brand Awareness Among Surabaya Residents of the Cleo Pure Water Product in Collaboration with Indomaret

Abstract

Cleo Pure Water is a brand of bottled pure water in Indonesia that has been in operation since 2004 and remains operational. Distributed across various regions in Indonesia, the brand has expanded its geographical reach by partnering with Indomaret, the largest minimarket chain in the country. The researcher is interested in conducting a study on the level of brand awareness among Surabaya residents by evaluating three brand elements: brand name, logo, and packaging. The level of brand awareness serves as a benchmark for the public’s recognition of the brand. This research uses a descriptive quantitative method through a survey approach. The researcher distributed questionnaires to 100 respondents in Surabaya who met certain criteria. The results show that Surabaya residents have the highest level of brand awareness in the dimensions of brand name and logo, falling into the category of brand recognition. The lowest level of awareness was found in the packaging dimension, which fell into the category of Unaware of Brand.