Effectiveness of Pop-Up Stores on Branding in Indonesia

Abstract

Brand activation is a relation that happens between a brand and consumer, to make consumers aware of the brand. The final goal of brand activation is to create sales through emotional approach. Brand activation is achieved thorugh many methods. One method particular that is very popular right now is Pop-up store. Pop-up store is a temporary shop, made by a brand, to raise awareness of the brand. Usually pop-up store is placed in strategic places to attract new consumers. In designing pop-up store, pop-up store rely on social network sites and text messaging to inform consumers of their presence. The goal of this study is to evaluate the effectiveness of pop-up store on building brand awareness in Indonesia. This study is conducted through research on Berrybenka pop up store. The methods that will be used in this paper are case study analysis and literature study. The conclusion of this paper is that Berrybenka pop-up store proven to be effective on building brand awareness and ultimately, sales of the brand.   Keywords: brand activation; pop-up store; brand awareness; millenial.