Effective Branding Strategies Research Articles

Authenticity as a Strategic Weapon: Navigating the Social Media Battlefield to Enhance Brand Loyalty

Abstract In the dynamic landscape of the fashion industry, cultivating brand loyalty has become a challenging endeavour, intensified by the competitive realm of social media. This study addresses the crucial problem of fostering brand loyalty in the digital era by employing authenticity as a strategic weapon. Using an integrated Stimulus-Organism-Response (SOR) framework and social presence theory, we explore the diverse impact of social media marketing activity (SMMa) on brand authenticity and brand loyalty. Through empirical analysis of data from 365 consumers engaging with global fashion brands on social media, we find a direct and significant impact of SMMa on brand authenticity and brand loyalty. Brand authenticity partially mediates the relationship between SMMa and brand loyalty. While self-congruence does not moderate the effects, the research highlights the importance of authenticity in shaping effective brand strategies on social platforms. The implications of these findings are valuable for fashion marketers, guiding them in creating authentic brand images and fostering enduring customer relationships in the competitive world of digital marketing.

STRATEGI BRANDING PADA PRODUK KERIPIK PISANG BU OS

In an era of increasingly fierce product competition, branding is crucial for Micro, Small and Medium Enterprises (MSMEs) to survive and grow. This research highlights the importance of effective branding strategies in increasing product appeal, creating a strong brand image, and differentiating products in a competitive market. The method of carrying out this research involves direct visits to the Bu Os Banana Chips MSME production site, with steps in the form of planning re-branding, creating new logos and stickers, and catchword, as well as using social media and e-commerce platforms. The results show positive changes in product branding, such as a catchy new logo, eye-catching stickers and a strong slogan. It is hoped that these steps can strengthen the position of MSMEs in the market by increasing brand awareness, sales and consumer loyalty.

Exploring Brand Loyalty in Online Shopping: The Context of Vietnam's Household Appliances Market

In the dynamic e-commerce landscape, where online shopping has become a fundamental aspect of consumer behavior, a profound comprehension of the factors influencing brand loyalty is imperative for businesses striving to excel in the digital marketplace.This study aims to investigate the factors influencing brand loyalty of consumers in Viet Nam, with a specific focus on household appliance brands. Additionally, it seeks to elucidate the mediating role of customer satisfaction and brand trust in influencing brand loyalty. The study provides valuable information for developing effective brand strategies, helping strengthen customer loyalty, and increasing market share for home appliance brands. The research will employ a qualitative and quantitative approach, gather primary data through a structured questionnaire survey. The data analysis will be conducted using Smart PLS 4 and SPSS 26. The results of the study indicate that there are several factors influencing brand loyalty, including brand image, brand indentification, brand awareness, brand trust, and customer satisfaction. This underscores the importance of applying the research findings to optimize brand management and marketing strategies. Paper type Research paper

Communication Process in Implementing Qanun Number 11 of 2018 concerning Sharia Financial Institutions and Mergers of Indonesian Sharia Banks

In implementing Sharia banking in Indonesia, especially in Aceh, several obstacles have emerged, such as the low level of public financial literacy, the conventional bank conversion process, supervision and regulation, changes in corporate culture, and uniformity and harmonization of Sharia banking regulations. This research aims to examine and understand the communication process in the implementation of Qanun No. 11 of 2018 concerning Sharia Financial Institutions and the merger of Bank Syariah Indonesia. This research uses a descriptive qualitative method with a case study approach. Data collection was carried out in-depth and involved various sources of information, including observations, interviews, audiovisual materials, and related documents and reports. The research results highlight the importance of effective communication in dealing with change within an organization or company. Converting a conventional bank to a Sharia bank in Aceh requires a persuasive approach and efforts to create a conducive internal climate, while the Bank Syariah Indonesia merger process shows the importance of thorough communication preparation and an effective branding strategy. Establishing a new organizational structure requires the use of methods such as chair-sharing meetings and performance-based assessments. Adopting a new corporate culture, "BSI One Culture," shows how important continuous efforts are in facilitating employee adaptation and minimizing obstacles that arise. By focusing on open, strategic, and persuasive communication, Bank Syariah Indonesia successfully completed the conversion and merger process, creating operational continuity and a new corporate culture in Aceh.

Pemanfaatan Media Sosial Instagram Dalam Membangun Brand Image Pada Klub Internal Persebaya Amatir

This research provides in-depth insight into optimizing the use of Instagram as an effective branding tool, with an emphasis on high-quality visual content to maintain brand consistency that is able to stimulate more active consumer interaction. As a football club, Persebaya Amateur feels the need to expand its reach and interaction with its audience, especially through social media as the main communication channel. The main focus of this research is on the Instagram platform, which is the main media used by the club. To obtain accurate data and information, careful research methods are used. The findings from this research can provide a deeper insight into the club, especially within the internal scope of Persebaya Amateur, to understand consumer behavior on social media and design branding strategies that are more targeted. This strategy involves consistent branding activities, focuses on the club's identity values, and can increase audience interaction and engagement. Practically, the results of this research can guide amateur football clubs and similar organizations in designing more effective branding strategies through social media, with the aim of increasing audience interaction and involvement, as well as strengthening the club's identity and image.

An Assessment of the Effects of Brand Equity on Consumers’ Purchase Intentions on Bokomo Brands in Namibia

In the dynamic and competitive global market, effective brand management has become imperative for business success. This explanatory study examined the impact of branding strategies on brand equity and its subsequent effect on consumer purchase intentions for Bokomo brands in Namibia. The research aimed to identify brand equity's key dimensions and components that significantly influence consumer behaviour. A sample size of 377 participants was selected, and inferential statistics, including regression analysis, were employed to analyse the data. The results reveal a significant positive relationship between branding strategies (coef. = 0.053, p < 0.001) and brand equity, indicating that effective branding strategies significantly impact brand equity. Furthermore, the findings demonstrate a strong positive association between brand equity (coef. = 0.048, p < 0.05) and consumer purchase intentions, suggesting that a higher level of brand equity leads to increased purchase intentions among consumers. These results provide valuable insights for Bokomo brands in Namibia to develop and implement effective branding strategies that enhance brand equity and ultimately drive consumer purchase intentions. The study further contributes to the existing literature on brand management and consumer behaviour by providing empirical evidence in the context of Bokomo brands in Namibia.

Development of the Tourism Industry Using Branding Strategies by Competitive Multimedia in the Digital Era Based on Community Empowerment

In a dynamic and ever-evolving digital era, the tourism industry faces the challenge of adapting and innovating to maintain its appeal. In this context, an effective branding strategy becomes crucial. Using or utilising competitive multimedia is one of the keys to achieving this goal. This research investigates the potential for integration between branding strategies through competitive multimedia and community empowerment in developing the tourism industry. Results show that when applied appropriately, competitive multimedia can strengthen identity, increase visibility, and deepen visitors' emotional engagement with tourism destinations. However, some technical challenges must be overcome, especially regarding the quality of promotional content. To overcome the problem, the proposed solution involves local communities deeply understanding the region's cultural richness and uniqueness in content production. With adequate training and access to the appropriate tools, communities can create content that is not only high quality but also authentic and rich in local narratives. Thus, this approach improves branding quality and promotes inclusive and sustainable tourism development. The main conclusion from this research is that the combination of multimedia technology and community empowerment can be a cutting-edge strategy for branding and promoting the tourism industry in the current digital era.

Unveiling the Power of Branding: A Study on the Importance and Effects on Products in Business

This research aims to conduct a comprehensive study on the significance of branding and its profound effects on products in the realm of business. Recognizing that effective branding is a key driver of consumer perceptions and purchasing decisions, this study employs a mixed-methods approach to explore the multifaceted impact of branding on product success, market positioning, and overall business performance. The study delves into the qualitative aspects of branding through interviews, case studies, and expert opinions to unveil nuanced perspectives on how branding shapes consumer perceptions and influences product choices. Concurrently, quantitative analysis is employed to measure the tangible effects of branding on metrics such as market share, customer loyalty, and competitive advantage. Various dimensions of branding will be explored, including the creation of a distinct brand identity, the establishment of brand equity, and the strategic communication of brand values to consumers. The study aims to provide insights into how effective branding strategies can contribute to the success and longevity of products in the competitive business landscape. The findings from this research are expected to provide valuable insights for marketers, business strategists, and decision-makers. By understanding the importance and effects of branding on products, businesses can refine their branding strategies to create a lasting impact, build brand loyalty, and ultimately achieve sustainable success in the marketplace. This study serves as a foundation for informed decision-making and future research within the realm of branding and its implications for business.

Branding In Digital Transformation: Optimizing Multichannel Marketing Strategies With Big Data And Consumer Behavioral Analytics

In the current competitive environment of the digital era, branding has become a key factor for enterprises to maintain their competitive advantage. This study aims to explore how to optimize multichannel marketing strategies using big data and consumer behavior analysis to enhance brand image and brand equity. Using quantitative research methods, this study collects and analyzes consumer behavior data from multiple online and offline channels, including purchase records, website browsing records, and social media interaction data. By applying structural equation modeling and data mining techniques, the study finds that consumers' brand awareness, brand image perception and brand loyalty are significantly affected by multi-channel marketing activities. The results suggest that consistent marketing messaging that integrates online and offline channels is essential for creating a favorable brand image and improving brand equity. In addition, personalized marketing content and precisely targeted ads based on consumer behavioral data also have a positive impact on increasing consumer engagement and brand loyalty. Overall, this study provides empirical evidence to illustrate how branding in the digital era should make use of big data and consumer behavior analysis to optimize multichannel marketing strategies, and provides theoretical guidance and practical suggestions for companies to develop effective branding strategies.

Pengembangan Branding Melalui Konten Instagram, Katalog Dan Stiker Label Untuk Meningkatkan Penjualan Produk UD ALINDRA

This journal discusses the strategies applied to develop branding for Micro, Small, and Medium Enterprises (MSMEs) UD ALINDRA by updating the design of catalogs, label stickers, and Instagram content. The aim of this research is to enhance the effectiveness of promotion, marketing, and product sales for these MSMEs. The method employed involves interviews with the owners of MSME UD Alindra to gain in-depth knowledge about consumer perceptions and the current branding strategies, analyzing existing challenges, and planning for production, promotion, and design updates. Through a creative approach in designing product catalogs, eye-catching label stickers, and Instagram content that aligns with trends and consumer needs, it is expected that this research will significantly contribute to increasing product sales margins, optimizing MSME owners' understanding of strong and effective branding strategies, and reinforcing their awareness of the positive impact gained from product branding, including enhancing consumer appeal and the product image for MSMEs. The results of this study indicate that the implemented developments positively contribute to the promotion of products from MSME UD ALINDRA and offer valuable insights for MSME owners to improve and enhance their product branding strategies.

Optimasi Pemasaran Brand Lokal Melalui Platform E-Commerce

The rapid development of technology and information in Indonesia presents a business opportunity for entrepreneurs, particularly local brands, both large and small-scale. This research aims to elucidate the marketing strategies and increase the sales volume of local brands. The research methodology employed is a descriptive approach through a literature review. One of the local brands currently gaining attention is Aerostreet, which introduces quality shoes at affordable prices through an effective branding strategy. Suboptimal offline marketing efforts prompted Aerostreet to expand its presence into the digital realm. With the adoption of online marketing through the Shopee platform, there has been a significant surge in Aerostreet's product sales volume. In addition to reaching the domestic market, Aerostreet has now successfully penetrated the international market

Impact of Social Media Influencers’ Credibility and Similarity on Instagram Consumers’ Purchase Intention

In the realm of digital advertising, the recruitment and use of social media influencers is relatively a novel approach. Social media influencers change how buyers feel about a company or product by sharing photographs, videos and other content on their networks. The investigation’s goal is to look into the relationship between the credibility and resemblance of Instagram influencers and their followers’ intent to purchase on the social media platform. With the help of Google Forms, we can collect 384 usable responses, which we have calculated via the sample size Cochran’s formula. A method of sampling referred to as purposive sampling was utilised in the research study. The sample population for this study consists of residents of Delhi and the adjacent National Capital Region (NCR) in Haryana. This is done to ensure that the results are representative of the situation in India as a whole. The nation’s capital is Delhi. In addition to Delhi, this coverage includes the cities of Gurugram, Faridabad, Sonipat and Jhajjar, which are located on the outskirts of Delhi. Jamovi 2.2.5 version is used to analyse the data. To have a better grasp of the variations, the features of the respondents’ demographic makeup, which includes gender, age and number of followers, are examined. The source credibility theory is used in the study. The Pearson Correlation analysis is used to indicate that all predictor variables possess a favourable association with the consumer’s intent to buy and regression analysis is used for calculating the prediction and strength of influence. Both credibility and similarity with influencers are shown to favourably affect consumers’ propensity to purchase Instagram, however, the beta coefficient indicated that credibility with influencers had a greater impact. The findings of the study provide marketing practitioners with a clear insight into the parts of credibility of social media influencers may have an impact on a company’s target market and their propensity to purchase the product that is being marketed to them. The results recommend that influencer marketing may be an effective branding strategy, that should be considered when developing a marketing strategy. But, to further investigate this outcome, we recommend conducting additional research investigating the subject matter of ‘influencer marketing’.

Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis

PurposeIn an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content.Design/methodology/approachThis research introduces two empirical studies (combined sample = 490), using student and online participant samples.FindingsResults from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services).Research limitations/implicationsWhile the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects.Practical implicationsThis work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand.Social implicationsAnother implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times.Originality/valueProactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.

The influence of the brand image of green agriculture products on China's consumption intention--The mediating role of perceived value.

Green agriculture can minimize the negative impact of agriculture on the environment. As countries around the world strongly advocate green production and green life style, not only is consumers' awareness about green consumption rising, but the demand for green agricultural products at home and abroad is gradually increasing as well. Brand image has been a crucial factor for consumers to make their final purchasing decisions, thus playing a critical role in influencing the purchasing decisions of consumers. Based on the theory of the brand image, this paper undergoes a comprehensive theoretical and positive analysis and explores the influence mechanism of brand image of green agricultural products on consumers' purchasing intention. A hypothetical model with perceived value as mediators is constructed by us to examine the influence of brand image of green agricultural products on consumers' purchasing intention. A quantitative study was conducted for a random sample of 341 consumers who purchased green agricultural products in China according to a questionnaire-based survey using a cluster random sampling technique. The study showed that the overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers are all positively related to consumption intention. The overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers have a positive influence on perceived value. Moreover, perceived value plays a part in the mediating role in the influence of the overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers on consumption intention. These findings shed lights on enterprises in establishing a scientific and effective brand strategy and building an excellent brand image. The research conclusion can provide new insight into how to enhance the consumption willingness for green agricultural products and promote sustainable development.

Development of Visual Identity for Branding Strategy Improvement of Hanjeli Tourism Village in Sukabumi Regency

This Community Service Activity was motivated by the emergence of the need for a visual identity from a new tourist village located in Waluran Village, Waluran District, Sukabumi Regency, West Java. The PKM activity carried out by the Student Team and Lecturers of the Visual Communication Design Study Program at the Indonesian University of Education carried out branding design activities in the form of developing a visual identity for a new tourist village. Its development is directed through design methods by student groups, the output of which is in the form of a visual identity as the basis for the development of tourism promotion. This branding design is an attractive effective branding strategy to improve the image of the Hanjeli Tourism Village in Waluran Wandiri Village, Waluran District, Sukabumi Regency through various promotional media, both social media and websites.

VISUAL AND GRAPHIC TOOLS FOR EFFECTIVE COMMUNICATION IN THE CONTEXT OF THE VALUES OF CHINA'S BELT AND ROAD INTERNATIONAL INITIATIVE

Purpose: To study the role of branding and design elements in the effective communication of the values of the Belt and Road Initiative (BRI). 
 Methodology: The methods of observation, comparison, synthesis and generalization have been used to analyze the existing branding and design elements within the initiative, as well as to review official documents. Methods of formal, stylistic, compositional, and coloristic analysis have been used to analyze visual designs used by companies and organizations associated with the BRI.
 Results: The article analyzes the latest research that helps to determine the methods of using images, typography and color to effectively represent the cooperation and inclusiveness associated with the BRI, to implement successful communication of BRI values and promote the goals of the initiative. The features of the use of maps and networks, compasses, flags, and landmarks of transport infrastructure for communication within the BRI values are considered. The key design features that are often used in the visual media of BRI branding are identified. These include objects of communication and cooperation (maps, roads, and railways), as well as objects that symbolize the values of the cultures of the participating countries (flags, landmarks). It has been found that blue and gold colors are often used to denote stability and success in branding elements.
 Scientific novelty: Previous studies have focused mainly on the economic and political implications of BRI. Instead, the present study is the first to analyze branding and design elements in terms of communication effectiveness and their use to effectively communicate BRI values to a global audience. In addition, the study provides ideas for developing branding components for international development projects.
 Practical significance. This study has a number of practical implications for organizations and governments involved in BRI initiatives. The results of the study can be used to develop more effective branding and communication strategies to communicate the value of BRI to a global audience.

Spatial and Spectral EEG Signal Analysis with Case Study of Slogans on Consumer’s Behaviour

Neuromarketing utilizes neuroscientific techniques to investigate consumer behavior, providing valuable insights beyond traditional research methods such as questionnaires and interviews which may not provide a complete understanding of consumer decision-making processes.Electroencephalography (EEG) has emerged as a promising tool for analyzing consumer responses to marketing stimuli. Nevertheless, the neural processing of slogans and their impact on short-term memory recall using EEG signals remains understudied. This research aims to bridge this gap by examining the neural activity associated with the recall of slogans using EEG analysis. By employing a spatial selection and spectral processingmethod, which involves Butterworth BPF filtering and L2-norm normalization to identify optimal channel combinations, active brain areas involved in slogan processing can be identified. Results reveal prominent activation in the frontal and occipital regions, particularly the F4 channel, indicating active recall and visual processing in individuals who correctly respond to slogans. These findings underscore the significance of slogans as visual marketing stimuli and offer insights for effective branding strategies. Leveraging EEG signals and understanding short-term memory processes enables marketers to optimize the impact of slogans on consumer engagement and brand recognition.

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.

Branding as a tool for enhancing enterprise competitiveness: theoretical foundations and key factors for successful implementation

Branding as a tool for enhancing enterprise competitiveness: theoretical foundations and key factors for successful implementation

Enhancing Branding Strategies of Culinary Micro and Small Enterprises through Online Media: A Community Service Approach


 
 
 
 
 
 The marketing and product development of Micro and Small Enterprises (UMK) greatly rely on effective branding strategies. However, the utilization of online media for branding purposes is often lacking among MSE entrepreneurs. This community service initiative aimed to enhance the understanding and proficiency of UMK culinary product branding implementation in Karanganyar District, Karanganyar Regency, Central Java. The methodology involved short training and mentoring sessions for MSEs, focusing on three culinary business units, to design and develop marketing platforms through online media. The outcome of this activity demonstrated a significant improvement in MSEs' ability to leverage online media for branding their business products, as evidenced by the creation of various platforms such as e-commerce, Instagram, and TikTok. Implementing effective branding strategies through online media platforms has empowered MSEs to achieve optimal competitiveness in their respective culinary businesses. This study offers valuable insights and implications for researchers and professionals worldwide, highlighting the potential of online media in enhancing branding efforts for Micro and Small Enterprises in the culinary industry.
 Highlight:
 
 Community service enhances UMK entrepreneurs' understanding and implementation of branding through online media.
 Increased proficiency in utilizing platforms like e-commerce, Instagram, and TikTok.
 Optimal competitiveness and business development in the culinary industry.
 
 Keyword:
 Branding, Micro and Small Enterprises (UMK), Online Media, Culinary Products, Community Service