Evaluating Eiger's Brand Image on TikTok : An Analysis
Analisis Brand Image Eiger melalui Tiktok
DOI:
https://doi.org/10.21070/ups.3531Keywords:
Brand Image, Eiger, TikTokAbstract
This research aims to analyze Eiger's brand image through the TikTok platform. The research method used was a descriptive qualitative approach with the research subject involving three active followers of @eigeradventurecom's official TikTok account. The results of this study revealed that followers of TikTok accounts @eigeradventurecom have diverse interpretations regarding Eiger's brand image, influenced by their background, interests, and personal experiences. This positively affects customer preferences and loyalty, making Eiger more than just an adventure gear brand. In terms of strength, quality products and an active lifestyle plays a central role in shaping consumer appeal and confidence. This allows Eiger to be identified as a reliable, beginner-friendly and modern partner in the adventure experience. Finally,in terms of uniqueness, Eiger is able to add value to adventures, be inclusive, and create a modern image, which differentiates the brand from its competitors and creates a strong appeal to different groups of consumers.
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