Festival Citylink Brand Audit and Improvement

Festival Citylink (FCL) is a shopping center that using concept mixed-use integration between shopping center, hotels and convention center located in South Bandung area. The problem that faces by Festival Citylink is low on brand equity performance, brand history and the intense of competition. Based on survey result in 2011, Festival Cityink has low in brand awareness, recall and response. The negative perception brand image from predecessor Mollis as shopping center before Festival Citylink. The intense competition among shopping center in Bandung that account for 30 shopping centers. This lead to low market share which reaches only 5% compare to competitors and the average of customer traffic reach only 11.000 visitor/day considered below the company target for 20.000 visitor/day. The conceptual framework is using Customer Based Brand Equity (Keller,2008). The brand audit is done by searching source brand equity from customer and company perspective. From company perspective to find the brand strategy committed by company and from customer perspective to know what customer perception about brand, product and service offered by company. The focus of this final project is to provide solution to increase brand equity Festival Citylink in the midst of competition. the internal and external analysis conduct to find the root cause of the problems. The result shows that there are three problems consist of (1) Brand element considered less effective in create strong, unique and favorable association and low brand performance. (2) The effectiveness and efficiency of integrated marketing communication. (3) Low service environment performance for shopping center.              Some recommendation proposed for increasing brand equity consists of the change and maintain brand element that supports for brand equity performance, propose target market and positioning, increase integration marketing communication and improve servicescape to get positive experience and image. Keywords: Shopping Center, CBBE, Brand Equity, Association, Festival Citylin

Trademark Dispute of Starbucks in Indonesia: Is There A Legal Protection?

In Starbucks Corporation Trademark Dispute against PT Sumatera Tobacco Trading Company, PT Sumatera Tobacco Trading Company won because it had previously registered the same Starbucks trademark as a cigarette. The ruling was made by the Commercial Court of Central Jakarta Decision No. 51/Pdt.Sus/Tra. However, the Starbucks Corporation won at the cassation (third instance) level in the Supreme Court by Decision No. 836 K/Rev.Sus-HKI/2022 since the owner of the coffee trademark was classified as a well-known trademark. In the wake of this, it is essential to research and evaluate how the judges’ processes differ between the instances and how is the protection system of companies and trademarks that are well-known in Indonesia. This study is carried out through normative legal research, using statutory and conceptual approaches, and the secondary legal materials were collected through literature studies and qualitative descriptive analysis methods. Keywords: Trademark Dispute, Starbucks, Legal Protection for Well-Known Trademar