BRANDING STRATEGY: A BRANDING EVALUATION AND PLAN FOR UMKM XYZ MEDIUM-SIZED ENTERPRISES
Keywords:
Brand Strategy, Brand Positioning, MSMEs
Abstract
For Micro, Small, and Medium-Sized Enterprises (MSMEs) to stand out in competitive marketplaces and attract clients, a strong branding strategy is crucial. A strong brand identity for MSMEs not only draws attention but also fosters customer loyalty and trust. One MSME in Indonesia that is making progress in the culinary industry is UMKM XYZ, which produces multipurpose flour for culinary enterprises. This study uses Idris Motee's branding approach to assess UMKM XYZ's branding strategy. Observation, interviews, and literature analysis were among the data collection techniques used in this qualitative study. First, a brand positioning analysis was conducted, and then the branding strategy approach was evaluated. The results of the study show that based on three elements of branding, UMKM XYZ focuses too much on Customer Value and rely on only one advertising strategy. This could be a threat to UMKM XYZ because they do not use alternative advertising techniques. To overcome this, development suggestions for UMKM XYZ are also included in this article descriptively.
References
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Thompson, A. B. (2004). Brand Positioning and Brand Creation. In The Economist: Brands & Branding. https://annebahrthompson.com/wp-content/uploads/2024/11/Brand-Positioning-Creation.pdf
Wardhana, A. (2024). Brand Management in The Digital Era - Edisi Indonesia. In Eureka Media Aksara. https://doi.org/10.4135/9781452229669.n418
Wong, H. Y., & Merrilees, B. (2005). A Brand Orientation Typology for SMEs: A Case Research Approach. Journal of Product and Brand Management, 14(3), 155–162. https://doi.org/10.1108/10610420510601021
Zareian, H., Rasooli, S. M., & Bkhsheshi, M. F. (2018). Brand Positioning of the Sport Sciences Research Institution of Iran using Perceptual Mapping Technique. In Annals of Applied Sport Science (Vol. 6, Issue 1). www.AESAsport.com
Ambler, T. (1997). Do Brands Benefit Consumers? International Journal of Advertising, 16(3), 167–198. https://doi.org/10.1080/02650487.1997.11104687
Bian, W., & Yan, G. (2022). Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.884673
Bughin, J., Doogan, J., & Vetvik, O. J. (2010). A New Way to Measure Word-Of-Mouth Marketing. McKinsey Quarterly, 2(1), 113–116.
Choudhary, A., Dawar, S., & Panwar, S. (2023). Impact of Brand Association on Brand Equity in Organized Retail Sector. Marketing and Management of Innovations, 14(3), 1–8. https://doi.org/10.21272/mmi.2023.3-01
Crilly, N., Moultrie, J., & Clarkson, P. J. (2004). Seeing Things: Consumer Response to The Visual Domain in Product Design. Design Studies, 25(6), 547–577. https://doi.org/10.1016/j.destud.2004.03.001
Czinkota, M. R., Kotabe, M., Vrontis, D., & Shams, S. M. R. (2021). Designing Effective Promotion and Advertising Strategies (pp. 553–606). https://doi.org/10.1007/978-3-030-66916-4_12
Friyanni, Y. (2021). Jenang Karomah Marketing Strategy and Its Impact on Women’s Purchase Intention. Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences, 4(2), 2200–2207. https://doi.org/10.33258/birci.v4i2.1912
Garber, L. L., Burke, R., & Jones, J. M. (2000). The Role of Package Color in Consumer Purchase Consideration and Choice. Cambridge, MA: Marketing Science Institute.
Ghodeswar, B. M. (2008). Building Brand Identity in Competitive Markets: A Conceptual Model. Journal of Product & Brand Management, 17(1), 4–12. https://doi.org/10.1108/10610420810856468
Guan, Y. (2023). Emotional Branding Strategies and Effects in the U.S Market. Communications in Humanities Research, 4(1), 524–530. https://doi.org/10.54254/2753-7064/4/20220838
Hidayahtullah, M. C. (2024). Panduan perancangan produk kulit berdasarkan selera konsumen Gen Z untuk UKM Manding Yogyakarta. Jurnal Desain, 11(3), 713. https://doi.org/10.30998/jd.v11i3.18918
Irawan, E. (2023). Konsep Strategi Word of Mouth Marketing dalam Peningkatan Pengembangan Bisnis: Suatu Tinjauan Literatur. Sammajiva: Jurnal Penelitian Bisnis Dan Manajemen, 1(3), 293–303. https://doi.org/10.47861/sammajiva.v1i2.482
Lim, W. M. (2024). What Is Qualitative Research? An Overview and Guidelines. Australasian Marketing Journal, 1–31. https://doi.org/10.1177/14413582241264619
Mason, C., & Simmons, J. (2012). Are They Being Served? Linking Consumer Expectation, Evaluation and Commitment. Journal of Services Marketing, 26(4), 227–237. https://doi.org/10.1108/08876041211237532
Mootee, I. (2013). 60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals. John Wiley & Sons.
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Panjaitan, F. A. B. K., & Panjaitan, H. (2021). Customer value is reviewed in terms of customer relationship learning and customer engagement: Evidence from banking industry. Accounting, 7(1), 89–94. https://doi.org/10.5267/j.ac.2020.10.010
Prihandini, A., & Seba, N. (2022). PENYUSUNAN COMPANY PROFILE BAGI UMKM. Prosiding Seminar Nasional Program Pengabdian Masyarakat. https://doi.org/10.18196/ppm.44.708
Ramadhan, A., Sirojuzilam, L. R. R., & Syafii, M. (2024). Acceleration Of MSMEs (Micro, Small And Medium Enterprises) In The Role Of Expanding Economic Growth In Indonesia. Jurnal Ekonomi, 13(04), 972–981. https://doi.org/10.54209/ekonomi.v13i04
Rao, Y., Idris, M. Z., Jingcheng, S., Jing, H., & Yating, X. (2023). Brand Equity And Brand Personality: A Literature Review And Future Research Directions. International Journal of Academic Research in Economics and Management Sciences, 12(4). https://doi.org/10.6007/ijarems/v12-i4/20092
Rizki, M., & Mulyanti, D. (2023). Pentingnya Strategi Pemasaran Melalui Penguatan Citra Merek. Ebismen: Jurnal Ekonomi, Bisnis, Dan Manajemen, 2(1), 240–245.
Shahid, S. (2019). Does the Choice of Brand Positioning Strategy Matter in the Creation of Brand Love? The Mediating Role of Brand Positioning Effectiveness. In The Lahore Journal of Business (Vol. 8, Issue 1).
Shao, Z., & Ngai, C. S. (2023). Why and How Effective Brand Logo Contributes to Marketing? Advances in Economics, Management and Political Sciences, 13(1), 17–22. https://doi.org/10.54254/2754-1169/13/20230661
Suyadi, S., Syahdanur, S., & Suryani, S. (2018). Upaya Pengembangan Usaha, Mikro, Kecil, dan Menengah (UMKM) di Kabupaten Bengkalis-Riau. Jurnal Ekonomi KIAT, 29(1), 1–10. http://jurnal.unpad.ac.id/sosiohumaniora/article/view/12249/6227
Tawali, A. B., Manggabarani, S., Ramli, A. R., Sirajuddin, S., Made, S., & Mahendradatta, M. (2019). Premix Flour for Preparation of Empek-Empek Based on Surimi Technology. IOP Conference Series: Earth and Environmental Science, 355(1), 1–5. https://doi.org/10.1088/1755-1315/355/1/012079
Thompson, A. B. (2004). Brand Positioning and Brand Creation. In The Economist: Brands & Branding. https://annebahrthompson.com/wp-content/uploads/2024/11/Brand-Positioning-Creation.pdf
Wardhana, A. (2024). Brand Management in The Digital Era - Edisi Indonesia. In Eureka Media Aksara. https://doi.org/10.4135/9781452229669.n418
Wong, H. Y., & Merrilees, B. (2005). A Brand Orientation Typology for SMEs: A Case Research Approach. Journal of Product and Brand Management, 14(3), 155–162. https://doi.org/10.1108/10610420510601021
Zareian, H., Rasooli, S. M., & Bkhsheshi, M. F. (2018). Brand Positioning of the Sport Sciences Research Institution of Iran using Perceptual Mapping Technique. In Annals of Applied Sport Science (Vol. 6, Issue 1). www.AESAsport.com
Published
2025-08-26
How to Cite
Ulfah Nafi’ah, Mochammad Charis Hidayahtullah, Dian Nur Amalia, & Lucia Septi Kurniawati. (2025). BRANDING STRATEGY: A BRANDING EVALUATION AND PLAN FOR UMKM XYZ MEDIUM-SIZED ENTERPRISES. Journal of Scientech Research and Development, 7(1), 1074-1084. https://doi.org/10.56670/jsrd.v7i1.1115
Section
Articles
