UNS — The Covid-19 pandemic leads to new behavior and community consumption patterns, leading to a concern for business owners in sustaining their brand consistently against the long-term impact. As reported in Solopos Live YouTube broadcast on Friday (4/3/2022), an economic law expert from Universitas Sebelas Maret (UNS) Surakarta, Dr. Yudho Taruno Muryanto, S.H., M.Hum, shared the strategy that could be taken by business owners in building brand awareness.
A brand serves as a means to differentiate one product or service from another, a promotional tool, and a guarantee of quality. The brand indicates what consumers would receive for using the brand. According to their performances, the brand has tiers ranging from generic to the famous brand. Generic brands generally do not have a high reputation and do not reflect a symbolic lifestyle both for users and technological applications. On the contrary, a famous brand has a high reputation, reflects symbolic meaning, and provides a touch of intimacy, familiarity, and myth that build a consumer’s psychological perception.
According to World Intellectual Property Organization (WIPO) famous brand has to be acknowledged in various relevant sectors in the community and covers extensive geographical areas. “Business owners need to reach these (criteria),” Dr. Yudho stated.
Business owners could conduct a survey to determine their consumer’s satisfaction level, considering that a geographical and segmentation could have numerous brands that lead to product competition. Therefore, to ensure a brand’s competitiveness, it needs to ensure the duration and geographical coverage of branding for the product.
Business owners could make use of Solo development into a new national economic epicenter due to its strategic position and the number of new national and international products that enter the region. Product branding must start from the vision and mission of the products as the fundamental values of brand identity. However, in this environment, business owners must maintain product reputation and quality assurance and build closeness with consumers.
“The community or consumer will remember that what differentiates one brand from another is the quality assurance of the products,” Dr. Yudho emphasized.
Business owners should also keep a close tab on their competitors and update information speed and accuracy in the digital era. Digitalization also pushes brand managers to adopt digital media in introducing their brands. Humas UNS
Reporter: Erliska Yuniar Purbayani
Editor: Dwi Hastuti