MANAJEMEN EVENT CHOCONATION 2019 SEBAGAI MEDIA MENINGKATKAN BRAND ASSOCIATION CHOCODOT

This research aim to describe how Chocodot use event management in increasing brand association is carried out by Chocodot in the Festival Choconation 2019. Through the Festival Choconation 2019, Chocodot seeks to associate Chocodot as a souvenir of Garut's typical chocolate processing to the wider community. This research was conducted using descriptive qualitative research methods, with data collection techniques depth interviews / interviews, and documentation. The results of this research study are the Festival Choconation 2019 is a Brand Activation activity carried out by Chocodot to be able to build closer relationships with customers through events and build the Chocodot Brand Association. The strategy used is Integrated Marketing Communication (IMC) ; advertising, interactive marketing, direct marketing, public relations, event & experience