Brand Equity Theory: Overall Brand Equity and Brand Preference in the Food Logistics Industry through Optimization of the Official Website

Advances in digital technology are driving companies in the food logistics industry to optimize their official websites as strategic marketing communication channels to enhance brand competitiveness. This study aims to analyze the application of Brand Equity Theory through website optimization in building Overall Brand Equity (OBE) and increasing Brand Preference in the food logistics industry. The proposed program focuses on improving the quality of website content, visual design, ease of navigation, information accessibility, and interactive communication to create a better user experience and strengthen brand value digitally. This study employs a descriptive qualitative approach through observation, in-depth interviews, documentation, and a literature review. Data analysis was conducted using the Miles and Huberman interactive model, which includes data reduction, data presentation, and drawing conclusions. The results indicate that website optimization can strengthen brand awareness, perceived quality, brand associations, and brand loyalty as the key dimensions of Overall Brand Equity. An increase in Overall Brand Equity subsequently leads to greater consumer trust and higher preference for the company’s products and services. This study demonstrates that the application of Brand Equity Theory through website optimization is an effective digital marketing strategy for enhancing brand competitiveness and sustainability in the food logistics industry.