ABSTRACT Global brands has been dominating Indonesian market, which is one of a unique and heterogeneous market. Despite of that, Indonesian consumers was very open minded with global brand that was made these brands strong and covered more than 50% Indonesian market. The marketers should be has very strategic plan to integrate their messages and build good perception and brand equity. This research tried to define the integrated marketing communication (IMC) strategy in developing perception and customer-based brand equity (CBBE) in Indonesia. This research also used individuals unique filter to measure perceptions development level with different characteristic of respondent. Magnum Indonesia has been chosen based on their success in Indonesia ice cream market, especially in Generation Y as the biggest target market in the world. Keywords: integrated marketing communication, perception, customer-based brand equity, individuals unique filter, generation Y