BRAND HERITAGE, BRAND EQUITY, CITY BRANDING DAN WORD OF MOUTH DARI KOTA TUA JAKARTA

Abstract

In marketing, a history is part of important component of product identity which is considered as competitive advantage. Kota Tua is one of iconic places, one of the centre of meeting places for local and international cultural activities, so it is accessible to promote in word of mouth. It is also considered as an iconic brand for Jakarta in terms of its old and historical factors. This research aims to observe whether the brand identity and brand equity effects to word of mouth which city branding as moderation. The result shows that Brand heritage has strong impact to word of mouth but city branding, brand equity have less significantly influence to word of mouth.