Implementation of Customer-based Brand Equity Strategy and Integrated Marketing Communication in Micro, Small and Medium Enterprises

Abstract

The majority of Micro, Small, and Medium Enterprises (MSMEs) do not have a brand to get customers as a means of marketing. A good product without the power of an effective brand and marketing strategy will end and be unsustainable. MSMEs will run stagnant and may experience setbacks if the Customer-Based Brand Equity Strategy and Integrated Marketing Communication are not implemented. Especially amid the conditions of the Covid-19 Pandemic and digital transformation, which requires adaptive and agile MSME players to face fast-paced changes. The research will be studied with a qualitative descriptive method approach through in-depth interviews with each source as many as 20 MSME actors who are developing in Bandung. The development of MSMEs requires a combination of the role of branding strategies in the organization as an internal factor and brand recognition through marketing communication as an external factor. The process of building a strong brand and marketing communication can transform the business of MSME players into large, successful brands.