An Empirical Study of Brand Marketing Using TOPSIS MCDM Method

Abstract

Brand marketing is for brands to establish and nurture the relationship between consumers. A unique product or service instead of highlighting, brand marketing promotes the integrity of the brand, of the brand products as support points that support the promise and uses services. Ideal solution (TOPSIS) is a technique for prioritizing by similarity is a multi-criterion decision analysis method. TOPSIS is the alternative positive ideal solution of choice short geometric distance from (PIS), negative very long geometry from ideal solution (NIS) of the notion of having to have distance basically located. Assumption of TOPSIS what is more, the criteria are increasing uniformly are coming or going. In many scale problems parameters or criteria often because it has inappropriate dimensions normalizations are generally required. The result is that Product strategy has the first rank whereas the Channel strategy has the lowest rank. From the result it is seen that Product strategy has got the first rank whereas the Channel strategy is having the lowest rank