| Summary: | Despite of the world global crisis, Indonesia are able to record high and consistent economic growth, it also gain a strong and increasing domestic consumption number. The growing number of Indonesian middle-class that attract investors and businessmen, but the attraction has indirectly cause a vicious competition between businesses to seize the middle-class market.Therefore, this research aims to identified the most important factor in building a unique selling preposition to reach out to the middle-class consumer in Indonesia. The basic theory that used in this research are Unique selling proposition, positioning, branding, and the middle class market. The research method that will be used is triangulation research method, a method that often use in social science research, it refer to the application and combination of several
methods focusing on the same phenomenon.
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