Incorporating Social Value into Products of Social Enterprise for a New Brand Identity Case Study: Rumah Ismail

Abstract

Rumah Ismail is a Community-Based Entrepreneurship Accelerator (CBEA) that accelerates community business generated from empowerment activities. The profits earned by Rumah Ismail are used for social activities such as charity programs and the provision of scholarships for school education for underprivileged children. This research aims to develop a sustainable communication model that effectively conveys Rumah Ismail’s mission and social values to the stakeholders to enhance Rumah Ismail’s brand. This research uses brand identity by Kapferer and Integrated Marketing Communication (IMC) by Belch & Belch with the mixed methodology or combined approach between qualitative and quantitative methods. The results of this study indicate that Rumah Ismail needs to communicate its social values, namely increasing the added value of local products through empowering local talents as a new brand of Rumah Ismail by delivering a strong brand communication message through packaging so that the social values owned by Rumah Ismail can be conveyed effectively Suitable for all people stakeholders.