Advances in digital technolgy require Micro, Small, and Medium Enterprise (UMKM) in Pontianak City to adspt to online marketing strategies to remain competitive, particularly in expanding market reach and increasing sales. This study aims to analyze the use of blogsas an effective, effcient, and low-cost digital promotional medium for UMKM. The method used is mentoring and training in blog content creation for UMKM in Pontianak City. The results show that blogs offer advantages in the form of flexibility in presenting in-depth product information, building brand identity, and increasing visiility in search engines (SEO) compared to conventional social media. Through the use of blogs, UMKM can overcome limited promotional budgets while still reaching a wider audience in a professional manner. This mentoring has been proven to help business actors in digitalizing the marketing of Pontianak’s culnary products.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the economy, but still face challenges in branding, particularly in packaging design and conveying product value. This community service activity aims to improve the competitiveness of MSMEs through branding transformation with the integration of creative product packaging design and storytelling. The partner in this activity is the mackerel fish cracker MSME of Mr Siwito Wahono, located in Pati Lor Village, Pati District, Pati Regency. The method used is a participatory approach through the stages of observation, planning, training, mentoring, and evaluation. The results of the activity show an increase in partners' understanding of branding, with an average increase of 36% based on the results of the pre-test and post-test. In addition, this activity produces outputs in the form of new, more attractive packaging designs, brand identities (logos and labels), and product storytelling that can strengthen the value and uniqueness of the product. The integration of packaging design and storytelling has proven effective in increasing the visual appeal and emotional value of the product, thus potentially increasing the competitiveness of MSMEs in the market. Therefore, this community service activity makes a real contribution to the development of MSME branding practically and sustainably.

This study analyzes the visual communication strategy and brand image formation through multimodal elements on the Lafiye website. Using a qualitative approach with Roland Barthes' semiotic analysis, this research examines brand identity representations across the homepage, product pages, and the "Anniversary Backstage" campaign based on Kevin Lane Keller’s Brand Association dimensions. The findings reveal that Lafiye establishes a unique, strong, and favorable brand image by deconstructing the perception of modest fashion into an authoritative figure. This is visually represented through piercing eye contact, bold makeup, and specialized photography techniques emphasizing material drapability. In the anniversary campaign, the use of horizontal shawl accents and shimmering details symbolically communicates brand stability and a decade of success. The integration of philosophical narratives with minimalist aesthetics successfully creates an authentic "Glamorous Minimalism" brand association. The study concludes that the Lafiye website functions effectively as a visual communication instrument to shape consumer perceptions of empowerment and a modern lifestyle. This multimodal synergy reinforces the brand's positioning within the competitive modest wear industry.

Push notifications have become a crucial touchpoint between news organizations and mobile audiences, yet little is known about how organizations strategically frame these brief messages. Drawing on framing theory, this study examines 3,459 push notifications from 11 major news organizations using data from Project Push, overcoming previous data collection limitations. Through quantitative content analysis, we investigate how organizations differ in their framing approaches across topic selection, urgency, news type, locality, calls to action, clickbait language, and message length. Results reveal significant organizational variation: some outlets prioritize traditional news values with longer, urgent, informative notifications, while others emphasize engagement through shorter, clickbait-heavy messages. Topic-based patterns emerge, with inherently urgent topics receiving straightforward framing while softer news relies on curiosity-provoking language. These findings extend framing theory to the constrained mobile environment and demonstrate how organizational priorities and brand identities manifest in push notification strategies, with implications for audience engagement and journalistic credibility.

This study examined the role of communication in shaping brand identity and brand image in contemporary organizations. In increasingly saturated markets, communication is no longer limited to promotional messaging; it has become the mechanism through which brands express values, demonstrate authenticity, build stakeholder trust, and sustain long-term loyalty. Drawing on foundational branding theory and recent empirical evidence, the study argued that communication influenced brand identity through consistency, storytelling, emotional resonance, stakeholder participation, and transparent digital interaction. The paper adopted a qualitative evidence-synthesis approach, reviewing recent academic studies and industry reports published mainly between 2024 and 2025. The findings showed that consistent communication strengthens recognizability and trust, while personalized and culturally relevant communication enhances emotional attachment and loyalty. The study also finds that stakeholder engagement mediates the relationship between communication and brand legitimacy, especially in digital environments where social media, AI-enabled interactions, and privacy concerns shape brand perceptions in real time. Recent global data further indicated that trusted brands command a measurable premium, while mishandling customer data or communicating inauthentically can rapidly erode reputation. The paper concluded that communication is not peripheral to branding; it is the central process by which brand identity is created, interpreted, and sustained.

<em>The rapid growth of Indonesia’s coffee industry in major urban areas has shifted coffee consumption from a purely functional activity toward an experiential practice shaped by brand identity and social media communication. This study aims to elucidate the psychological mechanisms linking social media marketing (SMM) and brand image (BI) to purchasing decisions (PD) for Kopi Kenangan on Instagram by positioning emotional attachment (EA) as a mediating variable. Employing a quantitative approach, data were collected through an online survey of Kopi Kenangan consumers who actively use Instagram and have been exposed to the brand’s digital content. The data were measured using a Likert scale and analyzed using SEM-PLS to examine the structural relationships among the constructs. The findings reveal that SMM → EA is not significant, SMM → PD is not significant, BI → EA is significant, EA → PD is significant, and BI → EA → PD is significant. Conceptually, the findings highlight that digital marketing exposure does not automatically translate into purchasing behavior without the support of a strong brand image and meaningful emotional attachment. Managerial implications emphasize the importance of maintaining product quality consistency, managing digital reputation, and developing storytelling and experience-based content to strengthen emotional bonding. The study is limited by its focus on a single brand and platform, as well as the use of cross-sectional survey data. Future research is encouraged to extend the analysis to multiple platforms, incorporate additional psychological constructs, and adopt longitudinal or mixed-method approaches to better capture emotional dynamics and the impact of viral campaigns. This study contributes to consumer behavior literature by clarifying conditions under which engagement remains at the awareness level and offering practical insights into converting digital interaction into loyalty and repeat purchasing behavior.</em>

This study aims to determine the relationship between the culinary experience of Empal Gentong as a symbolic asset and the construction of regional identity branding on tourist attraction. This quantitative study took a sample of 337 respondents selected using random sampling and analyzed using Partial Least Square Structure Equation Modeling (PLS SEM). The results show a significant relationship between the Empal Gentong culinary experience as a symbolic asset of the destination and the construction of branding identity and regional branding identity. The Empal Gentong culinary experience does not have a significant effect on tourist attraction. Meanwhile, the construction of branding identity and regional branding identity plays a significant role in mediating the influence of the Empal Gentong culinary experience on tourist attraction. The results of this study are expected to contribute to scientific knowledge and provide evaluation and improvement materials for culinary practitioners, tourism activists, the community, and the Cirebon Regency Government in formulating tourism development strategies to strengthen tourist attraction.

Innovation Innovations in beverage packaging design currently focus on enhancing user experience, sustainability, and brand identity. However, conventional beverage packaging often fails to fully meet the needs for ease of opening, visual appeal, and new experiences sought by users, particularly younger consumers. Additionally, technical elements such as perforations have not been optimally utilized to enhance product interaction and aesthetic value. Therefore, this research is necessary to address these issues. Through a User-Centered Design (UCD) approach, this study identifies the needs and preferences of young users in the Jakarta metropolitan area, particularly in terms of ease of opening, visual appeal, and the new experiences offered. The design process began with a needs survey, followed by the development of a banana beverage bottle prototype incorporating a perforation system resembling the process of peeling a banana. An evaluation using the User Experience Questionnaire (UEQ) with 70 respondents revealed that all measured aspects—attractiveness, clarity, efficiency, accuracy, stimulation, and novelty—received positive impressions. These results confirm the effectiveness of UCD in producing innovative, user-friendly packaging designs that align with user expectations. Keywords: Bottle Packaging, Innovation, Perforation, UCD, User Experience (UX)

This study aims to analyze the marketing communication strategy implemented by Lido Lake Resort by MNC Hotel in maintaining brand existence after its acquisition by MNC Land. A qualitative descriptive approach was applied, utilizing observation, in-depth interviews, and documentation. Informants including marketing managers, and communication staff were selected through purposive sampling. Data were analyzed using thematic analysis involving coding, categorization, and theme development, validated through source triangulation and member checking. The results reveal three main findings: (1) 85–90% of the marketing budget was allocated to digital channels emphasizing social media optimization, (2) influencer collaboration became the core strategy to expand market reach and engagement, and (3) synergy within the MNC ecosystem and the Special Economic Zone (KEK) Lido City strengthened hotel visibility and brand perception. Effectiveness was reflected through digital interaction growth, audience reach expansion, and improved brand image among guests. The findings highlight the importance of consistent cross-channel messaging and brand identity reinforcement during post-acquisition integration.

This study aims to analyze the branding strategies of three premium coffee shops in Surabaya—Drama Coffee, Alura Coffee, and Coffee at Louis—using Keller’s Customer-Based Brand Equity (CBBE) framework. The CBBE model consists of four main stages: brand salience, brand meaning, brand response, and brand resonance. A qualitative descriptive method was applied, with data collected through in-depth interviews, observation, documentation, and literature review. The findings indicate that all three coffee shops successfully built consumer-based brand equity but employed different approaches. Drama Coffee emphasizes storytelling and a relaxed atmosphere as a space for emotional expression, Alura Coffee highlights a warm and aesthetic “second home” identity, while Coffee at Louis focuses on delivering an authentic “Australian-style coffee experience” with premium quality. The key similarity lies in the consistency of brand identity and the use of Instagram as the main branding channel, while the differences emerge in each shop’s unique positioning according to its target market. This research underscores the importance of differentiated branding strategies in fostering consumer loyalty and emotional attachment.

Brand culture refers to the shared values, stories, symbols, and practices associated with a brand that influence consumer perception and engagement. This paper explores how brand culture is formed, how it affects consumer behavior, and how consumers, in turn, influence brand identity. Through case studies of global and local brands, the paper highlights the importance of authenticity, emotional connection, and community in shaping brand-consumer relationships.

This article explores the role of graphic design in e-commerce, using a marketplace as an example. Amazon. The article aims to analyse the importance of graphic packaging design as a strategic tool for establishing brand identity and enhancing sales efficiency within the marketplace. Amazon. General scientific methods of cognition were employed in the scientific research: analysis, synthesis, generalisation, systematisation, induction and deduction. The results of the study show that, in the absence of physical contact between the buyer and the product, packaging on the marketplace Amazon performs a key function of visual communication. It was concluded that packaging design creates the initial product impression, influences consumers' perceptions of quality, and fosters emotional connections with target audiences. The study also examined conceptual approaches to creating effective graphic design, including the AIDA model, Gestalt principles, colour theory and the Golden Concept Circle Simon Sinek. The necessity of contemplating both aesthetic and technical dimensions is emphasised: namely, high image resolution, accuracy of visual representation of the product, adaptability to mobile devices, and compliance with the requirements of the Amazon platform. It has been demonstrated that adherence to these conditions is conducive to achieving high conversion rates, a reduction in the number of returns, and an enhancement in the overall user experience. It is concluded that graphic packaging design should be considered as a strategic asset of the brand, which directly affects its market value, competitiveness and financial results. In the context of digital commerce, packaging design fulfils the function of a visual "bridge" between the manufacturer and the consumer, which is of critical importance for sustainable business development in the conditions of fierce competition in the e-commerce environment. The practical significance of the study lies in the possibility of applying the conclusions obtained to optimise the packaging design of products on marketplaces in order to increase their commercial efficiency.

Huaiyang Mud Dog, as a national-level intangible cultural heritage, carries the primitive genes of Fuxi culture and serves as a unique cultural symbol in the Central Plains region. The Taihao Mausoleum Temple Fair attracts over 8 million tourists annually, providing a natural sales scenario and cultural dissemination window for Mud Dog. However, the current sales model of Mud Dog at the temple fair remains at the "street stall" stage, with problems such as single product forms, weak brand awareness, and extensive consumption experience. This paper takes the Taihao Mausoleum Temple Fair as the core scenario, integrates brand design and marketing theories, and proposes a design path for deep integration of branding and temple fair economy. The research constructs implementable plans from six dimensions: brand positioning, brand identity system, product strategy, pricing strategy, channel strategy, and promotion strategy, and explores innovative models of experience marketing and private traffic operation, aiming to provide systematic theoretical and practical paths for the transformation and upgrading of Mud Dog from traditional handicraft to modern cultural brand.

ABSTRACT This study examined the influence of brand experiences and personality on brand prestige, trust, customer satisfaction, and loyalty in Turkish coffee houses. Analyzing data from regular visitors, findings indicate both brand personality and experience positively affect brand prestige. Brand personality and prestige also enhance brand trust, which, along with prestige, positively impacts customer satisfaction. Customer satisfaction emerged as the strongest predictor of brand loyalty, with brand trust also supporting it. However, brand prestige did not directly impact loyalty. These insights offer valuable guidance for managers prioritizing atmosphere, marketing, and unique brand identity to foster trust and competitive advantage.

This study conducts a literature review on the role of product variant exploration in maintaining brand relevance. It addresses two main issues: the tension between innovation and brand identity purity, and the challenge of building emotional bonds amidst changing consumer behavior. The analysis is structured into two parts. First, it examines how product variants influence consumer perception of brand identity clarity, finding that alignment with core values reinforces identity while excessive divergence risks dilution. Second, it explores how variants foster relevant emotional connections by enabling personal expression, becoming part of consumer rituals, and accumulating shared memories. The study concludes that effective variant management requires a strategic balance between exploration and identity preservation. Product variants are not merely tools for market expansion but critical instruments for sustaining a dynamic and meaningful dialogue between the brand and its consumers. Theoretical implications suggest expanding brand equity frameworks to include dynamic meaning-making, while practical implications emphasize disciplined portfolio evaluation and the importance of involving loyal consumers in the innovation process.

Purpose. The aim of the study is to identify and evaluate regional differentiation in the branding of territorial communities through an assessment of the four analytical pillars of territorial brand maturity, and the classification of communities according to homogeneous brand characteristics, in order to provide an analytical basis for differentiated marketing strategies of territorial development at the regional level. Methodology. The methodological basis of the study is an integrated approach to assessing the maturity of territorial community brands, covering four interrelated dimensions: brand identity and communications, territorial assets, perception and reputation, brand management and stakeholder engagement. The empirical research is based on a combination of digital asset monitoring, geoinformation analysis, expert visual audit, content analysis of strategic and regulatory documents, media monitoring and user content analysis. The quantitative assessment was carried out by normalising indicators, calculating weighted composite indices and applying cluster analysis to identify typological groups of territorial communities. Results. The results of the study showed significant regional differentiation in the level and structure of brand maturity among local communities. Significant asymmetries were identified across all four brand dimensions, with communities with low institutional and managerial capacity in the field of territorial branding dominating. Based on the results of cluster analysis, groups of communities were identified – leaders, transitional types, and territories with fragmented or undeveloped branding practices. It has been proven that a strong brand narrative and positive digital reputation can partially compensate for limited material resources, while the lack of institutionalised brand management significantly hinders its development even in financially capable communities. Originality. The novelty lies in the development and empirical testing of a multidimensional quantitative methodology for assessing the institutional maturity of territorial communities’ brands. The proposed cluster approach to typologising communities by brand maturity expands existing research on territorial branding. It enables systematic comparative analysis and the identification of stable patterns of regional differentiation, moving beyond descriptive assessments. Practical implications. The practical significance of the results lies in the possibility of their use by local self-government bodies and regional institutions as an analytical tool for diagnosing the state of the territorial brand, identifying structural constraints, and developing evidence-based, differentiated branding strategies that take into account the resource potential and institutional capacity of territorial communities.

The study explores the role of colour psychology in brand recognition, emotional associations, and consumer purchase intentions among Indian consumers aged 18-35. The research analyses colour-emotion associations, cultural moderation effects, and colour-based brand recall performance through a cross-sectional survey design. Results show emotion-colour pairs: red with passion and danger, blue with calmness and trust, green overwhelmingly with nature, and yellow with happiness. Brand recall by colour cue alone had exceptional success rates (81.9-95.3%) confirming that colour is the standalone memory cue of choice, confirming its effectiveness as a brand recall trigger. Purchase intention was statistically significantly associated with colour awareness, and regression analyses indicated that colour awareness is the main predictor, accounting for a large amount of variance. There were no significant confounding factors for prosperity colour associations, suggesting that prosperity colours are more consistent along pan-Indian lines — in a cultural context in yellow/gold. Yet the relationship between colour appropriateness and purchase intention among Modern Urban Indian consumers appeared to be significantly stronger than among Traditional or Mixed segment. Interestingly, self-reported colour memory capacity did not correlate with actual recall performance, suggesting a metacognitive gap. This demonstrates colour as one of the key strategic components of brand identity in consumer markets, which might also hold important implications in terms of colour-concerned, aesthetic-driven buyers in the target consumer markets. The study also provides data on colour psychology in the Indian context, however it draws more attention to subtle cultural nuances in colour-brand relations.

ABSTRACT Product packaging plays a significant role in modern marketing by influencing consumer perception and purchase behavior. In competitive retail environments where multiple brands offer similar products, packaging acts as a powerful marketing tool that attracts attention, communicates product information, and differentiates products from competitors. The purpose of this study is to examine the role of product packaging in influencing customer purchase intention. The study adopted a quantitative research approach and used a structured questionnaire measured on a five-point Likert scale to collect responses from 30 consumers. The research focused on key packaging elements such as design, color, labeling, material quality, and innovation in packaging. The collected data was analyzed using descriptive statistics and percentage analysis. The findings indicate that attractive packaging significantly influences consumer attention and purchase decisions. Respondents showed strong agreement that visually appealing packaging, clear labeling, and high-quality materials enhance their perception of product quality. Innovative packaging was also found to increase consumer curiosity and willingness to try new products. The study concludes that packaging is not merely a protective element but also an important marketing strategy that affects consumer purchase intent. Businesses should focus on designing attractive, informative, and convenient packaging in order to enhance product visibility, build brand identity, and increase sales. Keywords: Product Packaging, Consumer Behaviour, Purchase Intent, Packaging Design, Marketing Strategy

This study explores how Pakistani fashion brands use language and visual elements in social media promotions to communicate brand identity, cultural relevance, and aspirational appeal. Focusing on Facebook posts from five leading brands—Limelight, Alkaram Studio, Khaadi, Asim Jofa, and Sapphire—the research employs a qualitative thematic analysis to examine the interaction of captions, hashtags, and visual content. The analysis identifies recurring themes such as emotional and persuasive appeal, visual aspiration, brand representation, and cultural grounding. Findings reveal that brands strategically integrate textual and visual elements to enhance engagement, convey luxury and lifestyle messaging, and reinforce cultural authenticity. While static images are often used instead of videos, the combination of well-curated visuals with persuasive language effectively constructs aspirational and culturally resonant brand narratives. The study contributes to understanding multimodal brand communication in the Pakistani fashion industry, providing insights for marketers, brand managers, and content creators to enhance social media strategies.

The fashion industry continues to face significant sustainability challenges related to material waste and resource inefficiency, particularly within industrial knitwear production. One persistent yet underexamined issue is the accumulation of surplus yarn generated through production planning, minimum order quantities, and colour changes. While sustainable fashion research has largely focused on fabric waste reduction and post-consumer reuse, surplus yarn represents a distinct form of pre-consumer material excess that remains insufficiently addressed through design-led and methodologically structured approaches. This study investigates how surplus yarn from the Thai knitwear industry can be systematically integrated into sustainable womenswear design while supporting brand identity development. Adopting a qualitative, practice-based research design, the study combines semi-structured interviews with a knitwear manufacturing stakeholder and fashion and textile design experts, thematic analysis, and iterative design experimentation. Thematic analysis was employed to systematically interpret industry and expert perspectives, enabling the identification of key concerns related to material variability, production constraints, design adaptability, and sustainability communication. Drawing on these analytical insights, the study develops a five-step material-driven design framework that operationalises surplus yarn integration through sequential stages of material assessment, adaptive design, technical feasibility evaluation, collaborative refinement, and brand integration. The framework was tested through the development of textile prototypes and a womenswear capsule collection using surplus yarn provided by an industrial manufacturer, demonstrating its methodological robustness and applicability under real production conditions. By articulating a transparent and replicable design research methodology, this study positions surplus yarn not merely as residual waste but as a strategic design resource. The proposed framework offers a transferable methodological contribution for researchers, designers, and manufacturers seeking to embed sustainability into knitwear production through structured, process-oriented design practices aligned with contemporary consumer values.