Surabaya People’s Brand Awareness of FairwayNine’s Mall Brand Element
Keywords:
brand awareness, brand, brand element, marketing public relations, FairwayNine MallAbstract
FairwayNine Mall is a shopping center located in West Surabaya that has undergone a rebranding process, previously known as Lenmarc Mall. Over time, the name Lenmarc Mall has faded from public recognition. As part of its marketing public relations strategy, the brand chose to carry out a rebranding initiative. FairwayNine Mall implemented this rebranding by changing various brand elements such as the brand name, website/URL, logo and symbols, as well as its overall packaging or visual identity.
This rebranding effort prompted the researcher to explore the extent of public awareness regarding these changes. Therefore, the purpose of this study is to determine the level of brand awareness among the people of Surabaya toward the brand elements of FairwayNine Mall. The research was conducted using a descriptive quantitative approach, employing an online survey method to collect data. The researcher distributed questionnaires to 100 respondents using a non-probability sampling technique.
The findings of this study indicate that brand awareness of the Surabaya community regarding FairwayNine Mall's brand elements falls into the top-of-mind category. This suggests that the mall’s rebranding strategy has been relatively successful in reshaping public perception and reinforcing its new identity among the target audience.
