Strengthening Brand Equity for Repsol Lubricants: A Case Study of PT Prabu Cahaya Abadi as Repsol’s Banten Industrial Lubricant Distributor

The objectives of this study are to begin with, to find out whether the current promoting exercises are viable in building Repsol’s brand value in Banten, and moment, to analyze what showcasing exercises can to help increase Repsol’s brand value within the locale. This study follows a subjective case study thought process by including the PESTEL Analysis, VRIO Framework, Competitor Benchmarking, 7P Promoting Mix, Five Precious stone Technique Presentation, SWOT analysis, and the TOWS Matrix. The respondents were chosen based on their strategic roles and encounter within the lubricant industry, including three members from outside partners. The discoveries demonstrate that Repsol, through PT Prabu Cahaya Abadi, has contributed emphatically to brand value in Banten. In any case, challenges stay in optimizing promoting techniques and organizational framework. Although Repsol has item and benefit excellence, 7P, VRIO, Benchmarking, and PESTEL analysis shows that technology integration and knowledge of the local showcase need to be enhanced. As a matter of ensuring competitiveness, the firm must focus on specialist training, local adaptation, and brand strengthening through value-based as well as sustainability-oriented strategy.