ABSTRACT
Bandung, the capital of West Java Province, is one of the big cities in Indonesia. Training needs for the community in this city, especially in the field of public speaking, is increasing. This can be seen from the increasing number of training institutions that open the public speaking class and managed to attract participants to attend the training. The tight competition among training institutions and the emergence of similar products at competitive prices makes every training institution work harder to be more creative and innovative in creating products that are superior to other competing products. Ganesha Public Speaking (GPS) is one of the training institutions that was established since 2009. This institution continues to improve quality and continue to innovate for getting new customers and retain old customers. Consumers will be more willing to loyal to a brand or company if they have a close relationship with the brand or company. When it comes to loyalty, it’s important to win the competition and keep customers. This study aims to obtain a description of the Brand Relationship between GPS and its alumni. This study uses a marketing management science approach that focuses on Brand Relationship as the main variable. In this study, the samples used are 33 people who are all alumni of Ganesha Public Speaking training and sampling is done with nonprobability sampling technique. Based on the results of statistical tests, this study shows that the brand relationship in Ganesha Public Speaking is at a very high level.
