The Implementation of Brand Element Strategic in Marketing Communication on Local Small-Medium Business in West Sumatra

Abstract

In this study the authors want to provide an overview of the local small business brands that use brand strategy element in developing its business. This research has a focus of research on Kapuyuak brand which is a local brand originating from Bukittinggi West Sumatra. The thing studied is the attribute used by the Kapuyuak brand so that the public has a perception and become loyal to the brand. This study uses qualitative methods to obtain more in-depth information about the strategies used from Kapuyuak and its customers. The results show that Kapuyuak has the power to identify the value of the brand based on the insight of consumers and market insight. In communicating its brand Kapuyuak uses internet and social media in distributing its value.

Promotion of Tourism Area of Pangandaran Regency through Instagram Social Media Accounts

“…In promotional activities using social media, the term Online Engagement as defined in Lutrell's Book ( 2012) is the participation of the online community through direct communication. Engagement in the context of the social web (Evans, 2010;Widiastuti, T. (2019;Wiradinata, & Iswandi, 2016) is defined as consumers becoming more engaged than just watching. Online Engagement can be formed when the promoter connects with the target audience based on what was previously in The Circular Model of SOME.…”

Small Businesses

“…Companies should have an integrated set of brand elements which should be evident in their communications.Sincesmallbusinesseshaveaconstraintonresources,theyrequiremaximizing thecontributionofalltypesofbrandequitydrivers.Smallbusinessesshoulddevelopadistinctive andwell-integratedsetofbrandelementstomaximizetheperformanceofeachbrand (Widiastuti, 2019).Theyshouldfocusonthebasicbrandelementslikebrandnames,logos,andpackaging.Such elementshelpinenhancingbothbrandawarenessandbrandimage.Thebrandelementswillnotcreate animpressiononcustomersunlessthoseelementsarememorableandmeaningfultothem.They shouldalsohaveasmuchcreativepotentialaspossible (Bravo,Cambra,Centeno,&Melero,2017).…”

Aktivitas Promosi Media Sosial Instagram dan Sikap Konsumen Muda Produk Batik Lokal

“…Strategi pemasaran dengan promosi melalui internet khususnya dengan sosial media dapat meningkatkan penjualan secara luas dan tidak memerlukan biaya pemasaran yang mahal. Konsumen juga lebih mudah untuk mencari informasi mengenai produk yang ingin mereka beli karena tidak perlu tatap muka secara langsung (Berg, 2013;Werdani, 2018;Widiastuti, 2019) Morrisan (2010: 320) mengatakan, jaringan global dan sebuah situs dapat menjadi media promosi yang sangat efektif serta alat bantu pemasaran yang tangguh. Intagram sebagai salah satu platform media sosial yang paling banyak diunduh oleh masyarakat, memungkinkan penggunanya untuk mempublikasikan berbagai foto dan ragam informasinya.…”