ABSTRACT: The key objective of this research to analyze the current condition of IndiHome TV brand awareness, to analyze the current level of IndiHome TV brand productivity, and solution of the bottleneck to increase their brand awareness. The approach of this study was a mixed-methods research design. Gathering and analyzing both qualitative and quantitative data. The study found that the current condition of IndiHome TV brand awareness using the Five A’s framework, using some key questions of every stage of the framework. The current level of IndiHome TV brand productivity it can be concluded that IndiHome TV as a brand are effective converting their awareness into the action to purchase and advocacy. There are the four bottlenecks after conducting the Five A’s Framework and can be concluded that IndiHome TV will focus on their brand attraction with the solution of the bottleneck. The proposed solution for IndiHome TV that can be taken during the process is by doing a repositioning and increase the marketing communication that can help the product and brand to set the attractive value proposition and executed by a good brand communication with the synergy within the company and group.

KEYWORDS : Five A’s Framework, Brand Productivity Metrics, Brand Awareness, IndiHome TV