PERENCANAAN RE-BRANDING KAFE RAJA’S COFFEE DALAM MEMBENTUK AWARENESS

Abstract

Enjoying a cup of coffee is not a new thing in our homeland, considering Indonesia is the fourth largest coffee producer in the world. Nowadays, drinking coffee has evolved into a lifestyle, and a coffee lovers are starting to follow the trend of drinking coffee the way foreign people do. Raja’s Coffee already has an awareness that is already embedded in the mind of the target of the consumers and threatened to disappear due to the change of the name of Raja's Coffee cafe. Therefore, the author make this research  to help PT. Pacimax Nusantara International to make new awareness through new creative strategy planning in re-branding Raja’s Coffee.