Implementation of Customer-based Brand Equity Strategy and Integrated Marketing Communication in Micro, Small and Medium Enterprises
- DOI
- 10.2991/aebmr.k.210831.136How to use a DOI?
- Keywords
- Customer Based Brand Equity, Integrated Marketing Communication, Micro Small 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.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Tedi Setiawan PY - 2021 DA - 2021/09/02 TI - Implementation of Customer-based Brand Equity Strategy and Integrated Marketing Communication in Micro, Small and Medium Enterprises BT - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020) PB - Atlantis Press SP - 715 EP - 720 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210831.136 DO - 10.2991/aebmr.k.210831.136 ID - Setiawan2021 ER -