Abstract: Promotion and education as part of customer brand communication provide information about brand reputation, consistentcy and high quality. In order to appear to be the best, a brand must have a unique value to make consumers interested to buy. The brand must have a customer value better than other brands. Furthermore, it is should be able to increase customer emotional involvement so that customers have bond and confidence in the brand. The concept of marketing paradox to combine elements of marketing is mutually exclusive or contradictory to one another into a unique formulation of marketing. Marketing paradox is a marketing concept that utilizes elemental polarity 4Ps areProduct, Price, Place and Promotion. In the four pillars of marketing is that there are at least two poles can create a unique combination in the determination and implementation strategies. This is an unusual approach in the marketing of a product or service, but was able to create amazing results.
Keywords: marketing paradox, promotion, brand equity