Analisis Perbandingan Brand Equity H&M Dan Uniqlo Berdasarkan Pendapatan Di Medan

Abstract

This study aims to analyze the comparison of brand equity between H&M and UNIQLO based on consumers’ income levels in Medan City. The research method used is a descriptive method with a library research approach, utilizing various literatures related to the elements of brand equity such as brand awareness, brand association, perceived quality, and brand loyalty. The results indicate that there is no significant difference between H&M and UNIQLO’s brand equity perceptions based on consumer income. Both H&M and UNIQLO possess strong brand power that creates emotional value and satisfaction among consumers across different income levels. Consumers with varying characteristics still maintain positive perceptions of both brands, where H&M is more associated with trendy and fashionable styles, while UNIQLO is identified with casual and simple looks. These findings suggest that brand equity is not solely influenced by economic factors, but also by perception, lifestyle, and fashion preferences.