The selection of Mawar as brand name has implication to the low of public awareness of Mawar as a product of mutual fund. If the product name is not highly correlated to the identity of product as an investment product, DIM will need more effort (and cost) to create awareness of the potential investors on what Mawar is all about. Essentially, Mawar mutual fund ought to have a'" potentially strong brand image because of the name of Danareksa itself. The name of Danareksa as a company name could send a message or create perception to customer as an Investment Icon. Mawar, as an investment product should also have their own brand character that has differentiation with their competitor. Mawar could position their brand as a mutual fund that has consistently give good performance relative to the market condition, or giving their performance track records and its behaviour towards market risk, as a Equity Mutual Fund with more conservative risk approach for the risk averse type of investors. And last but not least, DIM ought to create 'trust' to customer by applying a customer relationship management. DIM should build a relationship with target market based on personality.



Research Location: PT Danareksa Investment Mangement

Supervisor: Dr. Junius Tirok

Accepted: 19 June 2004



Only for read at library.