Building an Effective Branding Strategy: A Study Case of Raiment

Since the civilized era, branding has played a very important role in business activities which when people recognize the brand, they have a perceived perception of the object. Seems simple and practical, many people mistakenly think that brand-building is an easy thing to do and therefore many businesses are stuck or even fail because they are not built through the appropriate implementation of strategies. One of which included Raiment, an online platforms-based business which helps people to create or customize clothing products. Having a vision to simplify the process of procuring a clothing product that was previously considered inefficient, concerns started to arise after it was known that the number of sales generated by Raiment for more than 1 year operating did not have any significant progress. In fact, most of the sales generated are still related through relatives such as friends and families. The aim of this research is to help Raiment to be able to assess the related factors in building its brand and also develop the right strategy to be able to create a better brand. External and internal analysis are also used in this research to help see the root of the problems faced by Raiment. The external analysis included is Porter's Five Forces, PESTEL Analysis, and Competitor Analysis. Meanwhile, the internal analysis included is Company Analysis and Brand Audit Analysis. The results of this study indicate that the roots of the problems faced by Raiment are around unclear brand-building guidelines, lack of available budget, lack of knowledge regarding the industry, and also lack of brand marketing efforts. Several solutions were proposed to address the root causes of the problem in developing the Raiment brand, such as creating a brand positioning model to increase brand awareness, building a brand resonance model to build brand loyalty, and also creating a brand value chain model to measure returns from the allocated investment for brand marketing activities. The results of this research can also help other businesses in improving and strengthening the existence of their brands, especially in the Indonesian market. With a note, further studies related to the garment/convection industry need to be carried out due to the growing trend.

The Heart of the Organization

Chapter 2 is all about the importance of the nonprofit brand. The purpose of the chapter is to define branding and emphasize the importance of developing a strong brand identity for nonprofit organizations. Having a strong brand image is vitally important to a nonprofit’s ability to gain traction and donor support. The chapter presents a brief discussion of the importance of brand image and the concept of brand equity for nonprofits. The chapter discusses how to create a strong brand and how to assess the current state of the nonprofit brand. The brand audit is an important part of the strategic planning process, one that is often misunderstood and forgotten. Finally, the chapter deals with the important topic of nonprofit stories and introduces a way to devise overarching nonprofit narratives.

Perancangan Desain Komunikasi Visual Dalam Bentuk Kampanye Instagram “Apresiasi Kerja Desainer”

The working fee of graphic designers is still being felt to be very low because there is no appreciation from business owners and also from the public. To increase the appreciation, there have been many campaigns regarding the appreciation of the work of graphic designers on social media Instagram with positive reviews, but many graphic designers said that there is still no change. The author then tried to analyze some of the shortcomings of these campaigns and tried to add new strategies. The author hoped that the new campaign with the new communication strategy could deliver better message to the business owners and public. The author used brand audit, brand awareness, and brand management theory from Keller (2013), Kartajaya (2016) and also social movement theory from Aspen Institute Roundtable (2013) to do the campaign strategy researches. The outcome of this artwork is a conceptual campaign with a complete communication strategy guide. Keywords

A dynamic approach to brand portfolio audit and brand architecture strategy

Purpose This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Design/methodology/approach Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies. Findings The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options). Research limitations/implications Further research should aim at testing the proposed framework in different types of companies and countries. Originality/value This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.

Methodical Approach to the Implementation of Brand Management Procedure in Non-Commercial Sector Organizations

The article is devoted to the formation of a methodical approach to the implementation of the brand management process. The essence of the concept of «brand», «branding» and «brand management» was disclosed, the stages of brand management were mentioned. A distinction is made between brand management and branding. Branding as a brand building process is part of brand management – the entire brand management process. Also, the article reveals the differences in brand management of commercial and non-profit organizations, because the brand’s role for the organization determines the importance of components for the brand and for the brand management process. In view of the differences, the article proposes an author’s conceptual model of brand management stages, which is designed to systematize and deepen the methodology of brand management of non-profit organizations as a holistic brand management system. This model implies the consistent implementation of the steps in order for the organization to become a brand. The created concept has 5 blocks: unit of purpose formation, analysis of the current state, brand audit, branding procedures, management of the created brand. The article describes in detail the mentioned stages and gives recommendations on their implementation. The goal-setting unit is very important as it defines the organization’s mission, which should be taken into account at all stages of brand management. The analysis of the current state is carried out by the organization, which has already spent some time working in the market, and have a certain audience that should be investigated. The brand audit, according to the proposed structure, can be conducted from time to time by organizations to respond promptly to problems and to alert them in a timely manner. Only after all research the organization can begin the branding process and develop positioning. The branding procedure in the article reveals the management of the brand. It is important to monitor performance and make changes in the presence of identified problems.