在这项研究中，作家的tweet的作用，充分利用品牌资产。我们分析如何的的tweet发展品牌知识。使用案例研究的方法，印尼的本地中小型的公司名为CV。 Maicih，作家审查社交媒体营销策略的关键点，以及从公司的品牌形象，在消费者的头脑中已经形成。通过监控Twitter官方帐户和面试的所有者，作家可以得到的数据对他们使用的方式作为营销工具的的tweet。同时，通过传播问卷通过Maicih的官方账号，作家得到了品牌形象，与已建成的品牌标识，从消费者比较。研究结果显示，在消费者的头脑中已经形成的品牌联想，有125个。也有前12名最强/最具统治力的关联。 ，其中有6个品牌的气氛，这些都是阳性和5个是正常的，一个是负的。在简历的案例研究。 Maicih，它显露啁啾可以提高品牌知名度，并利用品牌权益的有效工具。

In this research, writer investigated the role of tweet in leveraging brand equity. We analyzed how tweets can develop brand knowledge. Using a case study approach, an Indonesian local small medium based company named CV. Maicih, writer examined the key points of social media marketing strategy from the company as well as the brand image that already shaped in consumer’s mind. By monitoring the official Twitter account and interviewing the owner, writer could get the data about the way they use tweet as marketing instrument. Meanwhile, by spread the questionnaire through Maicih’s official account, writer got the brand image from consumers to compare with the brand identity that has been built. The research findings show that there are 125 brand associations that have been shaped in consumer’s mind. Too, there are top 12 strongest/the most dominant association. Of these, there are six brand sentiments those are positive and five are normal, and one is negative. In the case study of CV. Maicih, it is revealed that tweeting can be effective instrument for increasing brand awareness and leveraging the brand equity.

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