An influence of brand presenter towards consumer perception of Moccona brand identity: a case study of Aum Patcharapa

Abstract

This research aims to study the influence of Brand Presenter towards Consumer Perception of Moccona Brand Identity. The study was conducted in qualitative approach by using online interview platforms from 10 respondents who are current target consumer of Moccona brand. The result of the study showed that there was a strong connection between Moccona brand identity and its presenter in terms of brand identity and perception. The brand has quite a successful result after using Aum Patcharapa from 2018 to 2020 to portray its brand identity following the theory of brand identity prism. Consumers perceive Moccona similarly to Aum Patcharapa especially her personality. And that result in stronger brand identity as one of the most prominent coffee brand growth performance