Building Brand Image Research Articles

MSME Assistance Through Tempe Product Branding by Opinionjo Village Purwodadi

Tempe in Parerejo Village, Purwodadi, Pasuruan, has good potential; therefore, in addition to making raw Tempe, Tempe artisans also innovate by processing it into various products, such as tempe chips and Tempe pudding. However, it is known that the problems MSMEs face in Parerejo Village, Purwodadi, are in the promotional media that could be more attractive, and there is a need for more understanding of business actors regarding branding. Community service through mentoring MSMEs aims to empower MSME actors in Parerejo Village and increase public knowledge about branding strategies. The method in this service is CBR (Community Based Research). The results of community service through this mentoring can impact the MSME community in Parerjo-Purwodadi Village by increasing Brand Awareness, building brand image, having an online MSME community, and increasing sales. After this mentoring, MSME participants gain insight into the concept of branding, which can increase product appeal and use relevant advertising techniques to reach a wider audience. Through interactive sessions and direct practice, participants learn how to brand products and utilize digital platforms, including social media.

A Comprehensive Review of Evolving Brand Image Strategies: From Universal Appeal to Targeted Resonance in Modern Marketing

In today’s fierce market competition, brand image building has become the object of attention of major corporations, more and more enterprises take brand image building as the key work of marketing, such as Amazon, and Disney. Therefore being fully aware of the model and internal mechanism of brand image sharping in enhancing brand market competitiveness, it can provide an effective reference for enterprises to improve the efficiency of brand image building. This paper is devoted to reviewing the history route of brand image building, and summarizing the typical cases, then summarize the business strategies of several different brands. Finally, we summarize the effective business strategy for brand image building, the first is high-quality products, good quality and cheap products always can attract more customers; the second is precise brand positioning, targeting customers to gain competitive advantages; the third is high-quality corporate culture, good cultural atmosphere can enrich the connotation of enterprises and the external competitiveness, to stand out from the homogenized products; the forth is great ethical image, enterprises though attend public welfare activities and other ways to create a positive brand image, then enhance customer’s loyalty.

Strategi Kepala Madrasah Dalam Membangun Brand Image Madrasah

This research focuses on the madrasa head's strategy in building an image of the madrasa. Brand Image is a set of assumptions that exist in the minds of consumers about a brand which is formed from various sources. In building a brand image, a strategy is needed. Strategy is a method used to mobilize all the capabilities of all the resources available in the organization so that they can work together to achieve the goals that have been set. This research uses a descriptive qualitative method involving data collection techniques in the form of in-depth interviews, observation, and document analysis. The results of this research are: 1. There are stages in determining a madrasa head's strategy: (a) Formulate a strategy before it is determined so that it is easy to analyze strengths and opportunities. (b) Invite all members to be involved in implementing the agreed strategy, and the creativity of madrasah heads continues to develop. (c) Evaluation of the implementation and implementation of strategies that have been carried out together. 2. Brand images that are being built are Images of adiwiyata, sports madrasas, Islamic boarding school-based madrasas, and arts madrasas. 3. Strategy for madrasa heads to build brand image: (a) Increase accreditation. (b) Improving educator performance. (c) Increasing student achievement. (d) Improving programs in madrasas 4. Factors forming perceptions of educational institutions: cultural background, past experiences, and developing news

Antecedents for Consumer’s Switching Behavioural Intention Retail Banks in Zimbabwe: Integrating the Theory of Planned Behaviour

The purpose of this research is to examine the antecedents of the behavioural intention of consumers to switch a retail bank for another in Zimbabwe. The study used positivism research philosophy where quantitative data was collected from a purposively chosen sample of 150 participants. Data was analyzed using logistic regression equation with two dependent variables. Our study confirms the probability of switching retail banks in Zimbabwe was driven by factors such as; brand image, changing demographics, brand loyalty, brand image, ease of use, and the perceived usefulness. The recommends that retail banks should invest more in building brand image to retain loyal customers. A combination of technological innovations and transaction cost reductions could help to increase brand loyalty, brand image, and the attraction of new customers while retaining the old ones. The study contributes to the literature on bank switching behaviour by pioneering the use of binary choice models.

Pengaruh Live Streaming dan Brand Image terhadap Keputusan Pembelian Produk The Originote pada Pengguna Tiktok Shop di Daerah Istimewa Yogyakarta

Technological developments make it easier for humans to do all activities online, such as online shopping, so that business people form marketing strategies using live streaming and building brand image. The Originote is one of the skincare products that uses a form of marketing strategy in the form of building a brand image through live streaming. To determine the effect of live streaming and brand image on purchasing decisions for The Originote products for TikTok shop users in the Special Region of Yogyakarta partially or simultaneously. Using a quantitative approach. The research data source comes from primary data obtained by distributing questionnaires to respondents. The data collection technique uses non-probability sampling (purposive sampling). The research sample was 112 respondents with the criteria of having purchased The Originote product at TikTok Shop at least once, being in the Special Region of Yogyakarta and being over 18 years old. The data was processed using SPSS version 27 software. It is found that live streaming has a partial effect on purchasing decisions. Brand image has a partial positive effect on purchasing decisions. Live streaming and brand image simultaneously have a positive effect on purchasing decisions.

Strategi Komunikasi Public Relations Kantor Cabang Bank Mandiri Kota Padang Kepada Publik dalam Menyosialisasikan Mobile Banking Livin By Mandiri

This research aims to find out and identify the Public Relations Communication Strategy of the Bank Mandiri Branch Office in Padang City to the Public in Socializing Livin' By Mandiri Mobile Banking, seen from the PR communication strategy, in socializing it, as well as the challenges faced when socializing it. The Public Relations Communication Strategy of the Bank Mandiri Branch Office in Padang City to the Public was carried out to introduce Livin' by Mandiri, increase users, build brand image and increase brand awareness. The Public Relations Communication Strategy for the Bank Mandiri Branch Office in Padang City was planned by the Retail Transaction Banking Officer Marketing unit division which was acquired by the General Banking Manager and implemented by all Bank Mandiri employees. To describe this research, the author uses the PENCILS theory by Philip Kotler. In this theory there are seven elements in it which are public relations strategies which are also found in every KC strategy of Bank Mandiri in the city of Padang, including Publications, Events, News, Community Involvement, Identity Media, Lobbying, Social Investment.The Public Relations Communication Strategy of the Bank Mandiri Branch Office in Padang City applies Philip Kotler's PENCILS theory to every strategy they implement, however there are still challenges that must be faced by the Retail Transaction Banking Officer Marketing unit division as public relations for the Mandiri bank branch office in Padang city towards the public.

Sustainable Marketing: A New Path to Build Brand Image Based on Fulfilling Social Responsibility Take the Starbucks Brand as an Example

Sustainable marketing represents enterprise comprehensive conception, careful design, efficient sales and high quality manufacturing of products and services in its production and operation activities, centred on the close integration of its own economic interests, the interests of consumers and the interests of environmental protection. This strategy is not only designed to guide customers to consume, but also a key action to build the enterprise brand image. This paper focuses on the sustainable development strategies of enterprises from two aspects: first, how the Chinese and foreign markets are committed to achieve the goal of sustainable development worldwide; second, how the sustainable economic development in China is integrated with the development trend of the Chinese economy and the world economy. Integrating the concept of sustainable development into the marketing strategy is becoming a new engine to promote brand innovation and enhance market competitiveness. But will the sustainable strategies of enterprises affect consumers' purchasing decisions, and how to better fulfill their social responsibilities and achieve real sustainable development while pursuing economic benefits? This is still a question worth making any further study. Taking Starbucks as an example, the present study this paper thoroughly analyze how enterprises implement sustainable marketing in the current context.

Analysis of Corporate Brand Image Building Method Based on Visual Merchandising

As an important marketing strategy, visual marketing plays a pivotal role in shaping the brand image of enterprises. This paper will focus on the analysis of corporate brand image building methods based on visual merchandising, and discuss how to enhance corporate brand image through visual marketing strategies from the aspects of product design and packaging, advertising creativity, offline terminal layout and product display.

Strategy to Increase the Competitiveness of MSME Businesses in the Era of Digitalization for Rural Communities in the Medan Region of North Sumatra

The era of digitalization presents opportunities and challenges for Micro, Small and Medium Enterprises (MSMEs) in rural areas. To increase competitiveness in this era, an appropriate and comprehensive strategy is needed. This abstract discusses strategies that can be implemented to increase the competitiveness of MSMEs in rural areas, with a focus on aspects of using digital technology to reach wider markets, increase operational efficiency, and build brand image. This can be done through the use of social media, e-commerce and other digital platforms to market products and services. Use of online accounting and bookkeeping applications to manage finances more effectively. The research method used is a qualitative method by collecting interviews, observing challenges and opportunities in the era of digitalization in the North Sumatra region. By using digital technology, increasing human resource capacity, strengthening networks and collaboration, and getting conducive infrastructure and policy support, MSMEs in rural areas can develop and contribute to the national economy.

Social Media Marketing Strategy Through Instagram At Hotel Santika Bengkulu

The development of marketing through social media is increasing rapidly and has become a trend and necessity in the present. Hotel Santika Bengkulu uses social media marketing as the main means to interact, communicate, promote products & services and build brand image to its target consumers. This study aims to determine the application of social media marketing strategies Instagram by analyzing 4 indicators of social media influence as a marketing method and to find out whether the strategy is running well and meets the objectives. The research method is descriptive qualitative approach uses theoretical studies, observations, interview and questionnaires whose results are analyzed by triangulation method. The study results revealed that Hotel Santika Bengkulu has carried out social media marketing activities to a general audience where in Context all the criteria have been carried out and running well, it needs to be improved in the aspects of strategic planning and action plans. In Communication, it has been done, only efforts need to be made to maximize the features on Instagram. In the Collaboration, the efforts made are on track to increase collaboration from followers. In Connection, it is necessary to increase the frequency and uploads concept that are more appealing to improve relationships with users and followers. From the achievement of the objectives of implementing Instagram for specific consumers, it focuses more on brand awareness aspects and still needs improvement in the aspects of engagement, customer service and lead generation .

BOBABOX MARKETING COMMUNICATION STRATEGY IN BUILDING BRAND IMAGE THROUGH INSTAGRAM SOCIAL MEDIA

By putting the correct marketing plan into practice, a firm can increase consumer trust in its brand and increase that brand's loyalty. In Medan, the use of Instagram for boba drink product marketing has the potential to capture a significant portion of the market, so beverage businesses will find it easier to establish a positive brand image with careful use and promotion. The purpose of this study is to identify and characterize Bobabox's use of Instagram social media for brand image building in marketing communications. This study, which was carried out at the production head office, Bobabox Jl. Setia Budi No. 157 in Medan City, employs descriptive qualitative research methodologies. It will be put into practice in April and May of 2024. The results of this study show that @bobabox.id uses five elements of marketing communication in building brand image including, advertising by using the Instagram ads feature, sales promotion by creating promotional content and collaboration, public relations providing the best service, direct marketing presenting linktree to facilitate consumers and personal selling through endorsements

디지털 휴먼 캐릭터의 성격 특성과 안면 디자인의 관계 탐색

Due to the development of AI technology, the use of digital humans and their market value are on the rise. Accordingly, as an alternative approach to communication between digital humans and users and building brand image, the purpose of this study is to suggest design elements by applying the Enneagram, Carl Jung's personality types, and Sasang Constitution's personality characteristics to facial design. To this end, the connection between each personality theory and digital human facial design was identified. Alternative design elements were extracted by finding consistency between the nine personality types of the Enneagram, Carl Jung's four personality types, and the four personality traits of Sasang Constitution. There are four possible facial shapes: rectangular, inverted triangle, oval, and square. These are the criteria for facial proportions and include facial shape and overall facial features, specifically the size and protrusion of eyes, nose, mouth, and forehead, and facial features. The location of the central axis and the degree of sagging were specified. As a result of the study, the significance of this study was that it found consistency between each personality type used as an argument for this study and used this to suggest alternative design guidelines.

EXAMINING THE CONTRIBUTIONS OF BRAND IMAGE AND PERCEIVED QUALITY TO CUSTOMER LOYALTY THROUGH SATISFACTION AND TRUST

This research aims to evaluate interconnection between brand trust, brand image, customer satisfaction, customer loyalty and perceived quality among 350 reputable brands customers. Thus, study proposes the use of Structural Equation Modeling (SEM) to examine these constructs and their relationship in the context of customer loyalty. The analysis of internal consistency reveals that all constructs are highly reliable with Cronbach’s Alpha values greater than 0.70. Validity analysis, using the Heterotrait-Monotrait Ratio (HTMT), ensures distinctiveness amid constructs. SEM results show significant positive effects: brand trust and brand image both enhance customer satisfaction and loyalty, while the perceived quality positively influences both satisfaction & loyalty. Moreover, customer satisfaction mediates the impact of brand image and perceived quality on customer loyalty. Additionally, the study examines moderating variables, finding that some significantly affect customer loyalty. These findings provide actionable insights for the managers in manufacturing SMEs, emphasizing importance of building brand trust and image, ensuring high perceived quality and fostering the customer satisfaction to cultivate the customer loyalty.

The Influence of Brand Ambassadors in Building Brand Image and Their Impact on Purchasing Decisions for Scarlett Whitening Products

The Indonesian cosmetic industry is experiencing significant growth, driven by high consumer demand and an expanding market. This burgeoning industry has attracted several Indonesian celebrities to venture into the cosmetic business. The advancement of technology has subtly transformed the lifestyle of society, especially with the advent of social networks, which have provided business players with numerous marketing strategies that capture public attention. One such strategy is the use of brand ambassadors, who have become increasingly prominent in helping businesses introduce their products. The aim of this research is to understand the impact of brand ambassadors on building brand image and their subsequent effect on purchasing decisions of Scarlett Whitening products. This study utilizes the Elaboration Likelihood Model theory and employs a descriptive quantitative method. The population of the study consists of women aged 18-28 who use Scarlett Whitening products and follow the Instagram account @scarlett_whitening, totaling 100 respondents. The analysis techniques employed in the study include instrument testing, descriptive analysis, classical assumption testing, multiple regression analysis, correlation testing, and the Sobel test. The findings of the research reveal a positive and significant influence of brand ambassadors on both brand image and the purchasing decisions of Scarlett Whitening products. The researcher hopes that Scarlett Whitening will consider this study as a valuable reference in selecting brand ambassadors with similar criteria to enhance their brand image and its impacts. By strategically choosing brand ambassadors who resonate well with the target audience, Scarlett Whitening can strengthen its market position and drive consumer purchase decisions more effectively.

IMPLEMENTATION OF DIGITAL MARKETING STRATEGY TO INCREASE COMPETITIVENESS AMONG MSMES

This research discusses the implementation of digital marketing strategies to increase the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Indonesia. In the context of national economic growth, MSMEs play an important role in creating jobs, increasing people's income and reducing poverty rates. However, the challenges faced by MSMEs, especially in the marketing sector, require innovative approaches, especially through the adoption of digital marketing. Through a literature review, this research analyzes the role of digital marketing in increasing the competitiveness of MSMEs, the marketing strategies used, the advantages obtained, and the challenges faced. The results show that digital marketing allows MSMEs to expand market reach, increase sales and build brand image effectively. However, there is still a need to increase understanding and skills in implementing digital marketing strategies. Therefore, this research provides insight into the contribution of digital marketing strategies in developing MSMEs which can ultimately support economic growth and community welfare.

Taking Advantage of the Momentum -- Research on the Strategy of Urban Brand Communication in Zibo

As an effective way to create the city image and business card, the city s brand communication has been the trend of The Times. For the city that wants to create a unique IP, identifying the characteristics is the fundamental problem. Zibo has been popular on social media since March 2023, and has created a warm and hospitable city brand image with barbecue as a symbol, which has promoted the construction of local city brand. Due to the geographical advantages of Zibo as a transportation hub, rich historical origin and the social attributes of barbecue food itself, the city IP of Zibo Barbecue has been deeply rooted in the hearts of the people through the visual communication, emotional communication and empathy communication of the Internet, which provides reference and inspirational significance for other cities to build brand image in the new media era.

Identification of Website and Instagram as Digital Marketing Voyaz

Digital marketing is one of the strategies that are widely used by companies today. Digital-based marketing helps companies in promoting products or services, building brand image, and helping to interact with consumers. For example, by utilizing websites and social media platforms such as Instagram, Facebook, X / Twitter, and many more. Voyaz is a travel agent that provides travel planning services. The company utilizes the website and Instagram as their marketing media. This type of research is qualitative, with the analysis method used is descriptive qualitative. Data collection is done by observing and taking data from the website and Instagra Voyaz. The purpose of this study is to identify the digital marketing strategy implemented by Voyaz, as well as provide recommendations for further improvement and development. The results showed that digital marketing through Voyaz website and Instagram was quite good. However, there are several obstacles that need to be considered such as some website displays that cannot be accessed information, at least posting promotional photos / videos on Instagram. Voyaz needs to improve the performance of their website and post more promotional photos/videos on Instagram.

Building Brand Image and Loyalty: The Role of Customer Satisfaction and Engagement

This study aims to elucidate the link between brand image and customer loyalty, recognizing that customers are pivotal in securing a competitive advantage. It hypothesizes that a firm can foster customer loyalty by establishing and maintaining a favorable and positive brand image. Furthermore, this study investigates the mediating role of satisfaction and engagement in the link between brand image and loyalty. Data were gathered from patrons of Pakistan's fast-food business. Data was analyzed using SPSS. Our model is supported by the findings. Analyses of cross-sectional data from 317 customers shows that satisfaction and engagement mediate between brand image and consumer loyalty. Implications for managers are discussed, and future recommendations for research are provided.

Brand Image Building: The Key to Graphic Design

With increasing market competition, brand image has become an essential part of a company's core competitiveness. Against this backdrop, graphic design, as a crucial means of shaping brand image, is particularly important. It plays a vital role in conveying brand concepts, shaping brand images, and enhancing brand value. It directly influences consumer perception and attitudes. This paper summarizes the relevant content of brand image building and graphic design, with a focus on analyzing the close relationship between the two. It further summarizes the practical applications of graphic design in brand image building and explores specific strategies to enhance the effectiveness of brand image building and graphic design, aiming to help companies improve market competitiveness, gain broader market recognition, and earn customer trust.

Maximizing brand image building as a semi-pub café through emotional branding

This research discusses a café in Makassar City called Pyur for You Café, which decided to rebrand when it was threatened with permanent closure due to the Covid-19 pandemic in 2021. The café previously had a work-friendly concept and was then rebranded as a semi-pub café, which implemented emotional branding. This study aims to analyze the Pyur For You café, discuss the background of the Pyur For You café in choosing to apply emotional branding to a new café concept, discuss the process of creating its identity, and analyze how the Pyur For You café applies the emotional aspect of branding to a new concept. So that consumers are attached to the café and prefer the Pyur For You Café over other competitors. This research is a qualitative case study with informants from the café, namely, the owner and staff, who understand the application of emotional branding. The author also randomly selected five consumers who met in the Pyur For You café area to conduct in-depth interviews. The results of the interviews regarding rebranding were analyzed through the four basic pillars of emotional branding, according to Marc Gobe. The findings show that the Pyur For You café has implemented the basic concept of emotional branding, which is communicated through relationships with consumers, the interior design of the café, events held, and food served. However, its application can still be maximized.