Digital Brand Research Articles

Application of Branding Through Product Photography To Develop Digital-Based MSMEs In Medokan Semampir, Surabaya

Many MSMEs do not understand the importance of branding, especially those involving social media. MSME actors should start taking advantage of ongoing technological developments for product branding. Lack of understanding about the importance of digital branding is also compounded by the lack of ability to produce quality, eye-catching product photos for digital branding purposes. In digital branding, product photos are very important to show brand identification and be able to attract consumers. Therefore, this community service activity was carried out with the intention of helping Medokan Semampir UMKM actors carry out digital branding activities through product photography. Community service is carried out through counseling, training, and assistance in making product photos. The results of the product photos are used for digital branding on social media. It seems that product photography is still not easily accepted because there are several MSME actors who are not familiar with the technology of the world of photography. In terms of taking product photos, MSME actors still need the help of the millennial generation to determine the proportionality of a photo. However, each MSME itself has been able to assess the use of the background and properties that are suitable for their products.

Digital destination branding: A framework to define and assess European DMOs practices

The current tourism scenario is complex, marked by deep crises and changes due to Covid-19 pandemic impacts. Tourist destinations more than ever need to assert their brand on the global market. This paper proposes a framework for setting up destination branding choices in the digital realm and for measuring the choices made by tourismplayers such as Destination Marketing Organisations (DMOs).This study proposes a Digital Destination Branding (DDB) framework drawing from the academic literature and practitioners’ perspectives. This framework is organised on three dimensions in which the main digital branding choices are grouped to promote a tourist destination, engage visitors and offer them services for a superior visiting experience: Social Network Presence (SNP), Social Network Content (SNC) and Digital Tourism Services (DTS). Each of these pillars is based on multiple items and micro-items. Assigning scores to each element of the framework allows for measuring compliance with the model’s requirements for digital destination branding. Applying our proposed framework, the empirical component of the study provides a comparative evaluation of the DDB practices of the 2021 top 10 European destinations. The results provide an overview of how DMOs are currently using digital channels and tools for destination branding.

Helping fourth year student pharmacists develop their professional brand

Background and purposeBuilding a professional brand is an important skill for student pharmacists, as this could provide them with a competitive edge given the current market environment and employment opportunities. One way to do this is through developing a personal digital brand. A pilot program was created to introduce fourth year pharmacy students to the basics of personal branding and positive uses of social media for professional development and networking. Educational activity and settingA two-part workshop series was developed to introduce student pharmacists to the concept of personal digital branding and to help them optimize their professional documents (i.e. curricula vitae, resumes, and letters of intent). The workshops were offered in a virtual format and involved subject matter experts as well as alumni stakeholders. Students were asked to participate in pre- and post-surveys relating to their perceptions of professional branding and the usefulness of the workshop series. FindingsPrior to the workshops, students expressed a moderate interest in using social media for professional purposes, yet few felt confident in how to do so. Following the workshops, students indicated the information provided had been beneficial, and they all had action plans for developing their social media profiles and revising their professional documents. SummaryInitial findings suggested students are interested in and would benefit from training on professional branding. While this first attempt at such programming had limitations, such as being delivered to a small sample, the results provide insights for expanding and improving these offerings in the future.

Pemanfaatan Digital Branding UMKM Barongan Wisanggeni Guna Mendukung Tercapainya SDGs Desa Kewirausahaan

SMALL AND MEDIUM ENTERPRISES (UMKM) play a crucial role in creating jobs, distributing income, and supporting economic growth. The mastery of information and communication technology provides opportunities for UMKM through social media platforms like YouTube and Instagram. Digital strength and effective branding strategies are essential for UMKM Barongan Wisanggeni Art Gallery to face technological advancements and meet the demands of sophisticated consumers. In the context of sustainable development, Kelompok KKNT 27 supports the Sustainable Development Goals (SDGS) of Entrepreneurship Village by empowering the local economy and creating a competitive environment for future generations. The objective of this initiative is to provide education on branding for entrepreneurs and enhance the target market through product branding. The target beneficiaries are the general public in Ngadirejo Village, Blitar City. The implementation of the SDGS of Entrepreneurship Village and digital branding is expected to achieve economic independence and support sustainable development. This activity represents a tangible step in supporting UMKM and the local economy towards inclusive development.

Transforming the print media business in the digital age

Background: Building a digital marketplace is one of the most important things a company must do if it wants to dominate. Businesses that can survive in the digital age will have the power of digital at their fingertips. This includes, but is not limited to, Media Companies.
 Purpose: this study aims to provide an overview of the existing phenomena of franchiseglobal.com business strategy in transforming its print media.
 Design and methods: This research uses a qualitative descriptive research approach. The method of collecting data and information is interview. The data analysis method is descriptive analysis.
 Results: FranchiseGlobal.com, as an online media portal focused on franchising, licensing and partnership companies, is implementing a digital branding strategy using the digital branding triangle concept with a focus on SEO, social media and website development. FranchiseGlobal.com is attracting an increasing number of visitors (prospective franchise buyers) to its website, namely more than 100,000 monthly visitors or more than 1.2 million per year and 1,460 inquiry forms (business interest forms) in the past year. FranchiseGlobal.com's digital marketing strategy has the involvement of the company's entire management team and teams from different parts of the company. In order to determine the direction of the company, the strategy also uses the marketing mix theory and SWOT analysis.

Growth of digital brand name through customer satisfaction with big data analytics in the hospitality sector after the COVID-19 crisis

This study examines the best practices for the optimization of the corporate digital brand name by taking into consideration customers’ behavioral big data and web analytics. In the first stage of the study, customers’ satisfaction big data have been extracted with the assistance of a web scrapping tool from TripAdvisor for 189 hotels in Hubei province, and behavioral data from Hubei province hospitality websites have been gathered with the assistance of web analytics platforms for 5.7 million website visitors for the last 18 months. In the second stage of the research, those data have been statistically analyzed including descriptive, correlation, and regression analysis. Then, a fuzzy cognitive map has been created to present the intercorrelation between the parameters and two optimization scenarios have been developed for digital brand name and customer satisfaction. Finally, an Agent-based model has been created in order to simulate the customers’ behavior in the corporate website and TripAdvisor. The results indicated that hotels in Hubei province need to invest less in social media advertisements than search engine advertisements in order to achieve a competitive advantage and improve their digital brand name. Additionally, hotels need to develop their websites with more engaging content to maintain the customer on the corporate website for more time in order to optimize customer satisfaction in contrast to healthcare and libraries websites.

Penyuluhan Digital Branding Pada UMKM Berbasis Food And Beverage Di RW 09 Kelurahan Klampis Ngasem

Technological advances will continue to develop over time and cannot be avoided, there will always be new innovations created with the aim of helping various human activities. Of course, the people in the Klampis Ngasem Sub-District themselves understand more or less the use and benefits of the internet, but there are still many people, especially MSMEs players in RW 09 who do not really understand the benefits of current technological advances, especially in selling their products. On this basis, the urgency of having community service activities with the theme of digital branding counseling at food and beverage-based MSMEs in RW 09, Klampis Ngasem is to provide insight to counseling participants, especially MSMEs actors, regarding the importance of business branding (logo and packaging) and the economy. creative to find innovation and creativity in developing their business in today's new industrial era. The output resulting from this service activity is appropriate technology (TTG) in the form of a mini box studio, scientific articles published in national journals, and activity reports. In this activity the results obtained are the use of a digital branding strategy that can be continued with regular assistance so that MSMEs actors can be optimal in marketing and increasing sales.

Penerapan Digital Branding Melalui Pendekatan Penyuluhan, Pelatihan, dan Pendampingan Bagi Pelaku UMKM Kelurahan Medokan Semampir

Development in the current era of globalization is highly dependent on the economic sector. The role of communities in economic development lies in the advancement of Micro, Small, and Medium Enterprises (MSMEs). MSMEs can also absorb labor, thereby improving the welfare of the community. Medokan Semampir Subdistrict has an active MSMEs activity.but MSMEs in Medokan Semampir Subdistrict also face challenges in managing their businesses, especially regarding technological mastery and the lack of product branding implementation. In response to these issues, an intervention was implemented through educational sessions, training programs, and mentoring sessions focused on Digital Branding, specifically encompassing copywriting and product photography

Dari Desa Ke Destinasi: Mengembangkan Potensi Wisata Guna Meningkatkan Perekonomian Desa Sambirejo

This research is entitled "From Village to Destination: Developing Tourism Potential to Improve the Economy of Sambirejo Village". The goal is for tourism to become one of the economic drivers, so it is necessary to develop the tourism potential in Sambirejo Village. Based on the problems found in the field, there are still many outsiders who do not know the potential in Sambirejo Village. Therefore, it requires participation from all elements, both the community and the government. The method used in this research is a qualitative research method with a participatory approach. Data collection was carried out by interview, observation and FGD. In the preparation of this service, several steps have been taken including increasing public awareness through the socialization of one home one plant, building a mini garden, building a sign system as a boundary marker between hamlets, training in digitizing MSMEs through digital branding and product photos, and promoting in the form of a QR Code.

Optimalisasi Rancangan Potensi Desa Wisata Oleh UMKM Lokal Di Desa Gedangan Kecamatan Mojowarno Kabupaten Jombang

Small Micro Medium Enterprise (Usaha Kecil Mikro dan Menengah or UMKM) are one of the driving factors of the economic condition of a region. Gedangan Village, Mojowarno District has the potential for local UMKM whose management has not been optimized to improve economic conditions in the village. Optimizing UMKM management can be done by designing the potential of tourist villages by local UMKM through digital branding. This is done with the aim of strengthening the marketing and branding of UMKM in Gedangan Village. The stages carried out in designing tourism by local UMKM in Gedangan Village, namely 1) Data collection of local UMKM, 2) UMKM marketing strategy training, 3) UMKM assistance, 4) UMKM registration on Google, 5) Designing local MSME tourism through Instagram, and 6) Assistance also evaluation with the Gedangan Village Government.

OPTIMALISASI PRAKTIK MANAJEMEN PEMASARAN MELALUI PEMANFAATAN TEKNOLOGI DIGITAL DI KALANGAN UMKM DESA PENUJAK, LOMBOK TENGAH

This community service aims to optimize marketing management practices among Micro, Small and Medium Enterprises (UMKM) in Penujak Village, Central Lombok, through the use of digital technology. Penujak Village as an area with growing economic potential needs support in facing increasingly fierce market competition. However, UMKM in this village often face challenges in implementing digital technology in their marketing practices due to limited resources and knowledge. This service will provide training and guidance on the use of digital technology in marketing strategies. Topics that will be raised include an introduction to digital technology in marketing management, digital-based marketing strategies for UMKM, data analysis to optimize marketing, and the importance of digital branding in differentiating businesses in a competitive market. In addition, this dedication will also discuss the use of social media in marketing practices, the need for data security and privacy in digital marketing, and how to measure digital marketing performance for future strategy adjustments. The results of this service are expected to provide new insights and skills for UMKM in Penujak Village, so that they can effectively utilize digital technology to increase business success and contribute to the village's overall economic growth.

Building Online Marketing and Digital Branding in The Middle of The COVID-19 Pandemic

One of the impacts of the COVID-19 pandemic is the decline in business and the economy. Thus, marketers and entrepreneurs must find alternative solutions to market their products or services to consumers. Optimizing business people's online marketing and digital branding as a means of communication with their target consumers Matter This is certainly a very effective choice during this pandemic. Research objectives in articles here are two. 1) analyze online marketing and digital branding. 2) Describe marketing online and digital branding in the midst of the COVID-19 pandemic. This type of research is based on research references whose data retrieval is oriented toward several appropriate references. Focus This research is to build online marketing and digital branding in the midst of the COVID-19 pandemic. 19. The validity of the data in this article is based on various sources and an extended period of time. The data analysis technique used in this article is the constant comparison method. The results of the research in this article are twofold. 1) Online and digital marketing analysis and branding 2) Describe online marketing and digital branding in the midst of the COVID-19 pandemic.

Digital branding in the marketing strategy of enterprises

With the development and spread of techno­logy, digital branding is becoming increasingly important, due to consumers mostly interact with brands through the integration of online and off­line platforms. Understanding the origin and impact of current trends on brand building strengthens the position of enterprises in the com­petitive environment and increases brand aware­ness, loyalty of the target audience and, as a result, stimulate sales. Digital branding is an important component of any modern marketing strategy, as it allows brands to provide an omni­channel presence on the market and establish meaningful connections with customers. With the right approach, digital branding can help businesses highlight a unique sales offer among competitors and achieve long-term success. The aim of the study is to determine the prerequisites for the formation and development of digital branding of the enterprise. The study was con­ducted using the methods of theoretical genera­lization, comparative analysis, synthesis and graphic representation. According to the results of the analysis of theoretical approaches, the emergence and development of digital branding was considered, the main stages of its formation were determined. The current trends and pro­spects for the development of digital branding in the future are revealed. The process of influence media planning is graphically depicted, which includes 6 stages: an advertising campaign plan­ning, the identification of promotion channels and influencers, message content, content publication, linking and optimization of existing advertising material, analysis and coordination. The process of targeting and remarketing is presented. The development of digital branding has been driven by technological advances, changes in consumer behaviour, and the evolution of the marketing industry. Since its inception as an e-commerce tool, digital branding has evolved into a complex and multifaceted phenomenon and will continue to play a crucial role in marketing.

Brand competitiveness and resilience to exogenous shock: Usage of smartphone apps during the COVID-19 pandemic

This study examines the factors that affect brand competitiveness in an environment of uncertainty caused by exogenous shocks. In particular, this study focuses on smartphone apps and examines differences between “digital” brands that primarily do business online and “phygital” brands that have already established their brands offline. We also distinguished the highly uncertain environment into multiple phases and found non-linear changes in the magnitude of the parameters. We find that phygital brands have different factors affecting their competitiveness compared to digital brands. The results also provide insights into the online channel strategies of retail companies that already have brand value offline.

Implementasi Pendampingan Digital Branding dan Packaging pada UMKM Omah Dayang

Assistance Activities UMKM in improving Branding and Packaging at UMKM Omah Dayang this aims to improve the quality UMKM because in digital branding products, development is carried out such as product rebranding, marketing and design. Products that are rebranding to ade value to the product UMKM Omah Dayang. Branding improvement activities UMKM Omah Dayang carried out with three stages, namely the first packaging design, logo updates and also social media. The packaging design process is carried out to increase consumen attractiveness, because attractive packaging can have high selling power. The next is social media which is carried out so that the product is more attractive UMKM Omah Dayang can be reached outside the Blitar City area and Increase sales.

Komunikasi Visual sebagai Penunjang Pengembangan Merek UMKM Berbasis Digital di Kelurahan Karangsari, Kecamatan Sukorejo, Kota Blitar

As digital technology develops, branding activities increasingly refer to the use of social media and e-commerce platforms, so that public attention to the visual side is also increasing. Digital brand development with visualization according to the target market is needed as a long-term strategy. The object of the PKM activities in this journal is Rengginang Bu Anik, located in Karangsari Village, Blitar City. The method used consists of 3 stages, namely the identification of problems by filling out questionnaires and interviews. The second stage is the implementation stage by creating a logo, packaging stickers, product photos and promotional videos and creating an Instagram account. The last stage is maintenance by accepting criticism, suggestions and input on the results that have been obtained. This activity is carried out to increase public brand awareness of the brand of the chosen service object, so that the brand can compete with other similar businesses.

LEGAL PROTECTION OF A TRADEMARKS FROM DEEP LINKING IN THE DIGITAL WORLD

Issues surrounding the practice of deep linking as brand infringement represent a new transformation in the form of digital brand infringement. Legal protection against new forms of digital trademark infringement is urgently needed in order to protect brands as intellectual property rights in the ICT era. The approach method used in this research is normative juridical by using secondary data in the form of literature on laws and regulations, books and articles related to deep linking and brands. From the exposure and discussion of the act of deep linking of a brand digitally which is studied through the analysis in this article, it can be concluded that the theory and legal principles used in underlying the formation of a trademark protection law from deep linking as a trademark violation on the internet include the theory of brand protection in the era of ICT, the theory of development law and the theory of economic analysis of law (economic analysis of law). The principles that can underlie the law on trademark protection from deep linking include the Droit de Suite principle and the Good Faith principle. As a legal basis for civil lawsuits and criminal prosecution of deep linking of current brands, the articles contained in the ITE Law can be used because Law Number 20 of 2016 concerning Marks and Geographical Indications does not yet regulate deep linking.

Assessing the Tools of Digital Brand Marketing in the Egyptian Travel Agencies and Their Influence on Domestic Tourists' Loyalty

Assessing the Tools of Digital Brand Marketing in the Egyptian Travel Agencies and Their Influence on Domestic Tourists' Loyalty

PRAKTEK IMPRESSION MANAGEMENT PADA UMKM DI INDONESIA

Micro, Small and Medium Enterprises (MSMEs) are productive business entities owned by individuals who have a role and contribution to the Indonesian economy. The presence of MSMEs greatly supports the national economy. Internally, the MSME sector needs to empower employees and build a better management system to maintain its business image. On the other hand, problems related to branding also often occur among MSMEs, these two problems faced by MSMEs can be solved by implementing an image management strategy. One of the motivations for implementing this strategy is how they want to influence and benefit others [13].
 Baktik's research [5] proves the influence of impression management on employee productivity at Chocolicious Indonesia Stores. On the other hand, according to dramaturgical theory, the use of digital branding and marketing techniques in MSMEs is part of the front stage. This concept is supported by Prabhawati's findings [10] that brand image has a higher influence on purchasing decisions for MSME products assisted by Jogja Sukurmi
 Key words: impression management, dramaturgi theory, MSMEs

The influence of websites user engagement on the development of digital competitive advantage and digital brand name in logistics startups

Logistics startups gradually rely on digital marketing strategies to acquire a competitive advantage. The main aim of Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To the completion of this target, various digital marketing strategies could be implemented to ensure a differentiating factor. A three-stage data-driven methodology was adopted to evaluate the contribution between the parameters and to reflect strategies that can be presented to improve the website's user engagement and digital brand name. The first part of the study collects data from nine logistics startups’ websites over a period of 180 days. The second part of the study employs Fuzzy Cognitive Mapping (FCM) to develop an exploratory diagnostic model that visually depicts the cause-and-effect relationships between the metrics under consideration. In the last part of the study, a predictive simulation model has been created to present the intercorrelation between the examined metrics and to present possible optimization strategies. According to the findings of this study, Logistics startups’ websites must be developed with fewer web pages and need to be focused on the customers’ target. Additionally, in contradiction with other industries’ websites, logistics startups must maintain a steady flow of digital advertisements to optimize brand name and profit.