Sharpening Social Values For The Branding Strategy Of A Social Business Startup (Case Study of Ailiv)

Abstract

Research Aims: Ailiv, a preventive health startup guided by the vision of "Quality of Life for All," aspires to extend its mission beyond its current customer base to impact a broader community positively. Therefore, this research seeks to expand Ailiv's social values and establish brand communication that aligns with its founding mission. Design/methodology/approach: This study uses a qualitative approach with data collected through interviews and focus group discussions (FGD). The interview was conducted with potential customers and beneficiaries. The focus group discussion was performed within Ailiv’s internal team. The data collected from this study was then analyzed using content analysis for interviews and thematic analysis for FGD. Research Findings: The study identified diabetes as the most critical and urgent health concern to potential customers. To determine Ailiv's enhanced value, the needs and wants of potential customers and people with diabetes were analyzed. The analysis identified opportunities for Ailiv to expand its social impact by offering financial support to diabetic patients. In alignment, Ailiv's brand identity highlighted inclusivity in health empowerment. Ailiv's new communication model aims to foster deeper connections with its audience by utilizing online and offline channels to optimize the brand purchase funnel. Theoretical Contribution/Originality: This study combines framework from social development study (theory of change) and business frameworks (value proposition canvas, brand identity prism, AIDA funnel) Keywords: Social Enterprise, Elements of Value, Theory of Change, Value Proposition, Brand Communication