The Trend of Coffee Brand Advertising Messages in Building Brand Reputation
(A Comparative Study of Nescafe and Good Day Advertising Messages)
Keywords:
Advertising, Brand, Consumer, ReputationAbstract
Advertising is one of the media frequently used in building brand reputation. Through advertising, companies can convey messages and reach their audience on a massive scale. Many companies compete to create attractive advertisements to capture the audience's attention and build a strong brand reputation. This includes brands like Nescafe and Good Day. As packaged coffee brands with a good reputation in the public eye, their success is certainly supported by the advertisements they produce. Based on this, the research focuses on a Comparative Study of the Trends in Advertising Messages of Nescafe and Good Day Coffee Brands in Building Brand Reputation. This study examines the advertising messages produced by the Nescafe and Good Day coffee brands. The study divides the advertising message approach into three categories: Product Driven (1.0), Customer Oriented (2.0), and Human-Centric (3.0). The research uses a quantitative content analysis method, observing the trends in advertising messages produced by Nescafe and Good Day coffee brands over the past 5 years in building brand reputation. The results show that Nescafe primarily uses a Customer-Oriented approach, where 60% of the advertisements produced between 2020-2024 emphasize consumer needs and preferences. Meanwhile, Good Day applies a more balanced approach between Product-Driven (50%) and Customer-Oriented (45%), with only a few advertisements using the Human-Centric approach (5%). This indicates that Nescafe focuses more on personal aspects and consumer experiences, whereas Good Day tends to blend product excellence with emotional experiences that engage consumers.
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