| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 101 === In this research, writer investigated the role of tweet in leveraging brand equity. We analyzed how tweets can develop brand knowledge. Using a case study approach, an Indonesian local small medium based company named CV. Maicih, writer examined the key points of social media marketing strategy from the company as well as the brand image that already shaped in consumer’s mind. By monitoring the official Twitter account and interviewing the owner, writer could get the data about the way they use tweet as marketing instrument. Meanwhile, by spread the questionnaire through Maicih’s official account, writer got the brand image from consumers to compare with the brand identity that has been built. The research findings show that there are 125 brand associations that have been shaped in consumer’s mind. Too, there are top 12 strongest/the most dominant association. Of these, there are six brand sentiments those are positive and five are normal, and one is negative. In the case study of CV. Maicih, it is revealed that tweeting can be effective instrument for increasing brand awareness and leveraging the brand equity.
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