UNDERSTANDING BRAND STRATEGY: A REVIEW

UNDERSTANDING BRAND STRATEGY: A REVIEW

Brand Strategy, Brand Space, Brand Equity, Digital Brand Strategy.

This research is a descriptive study with a qualitative approach. Data collection was carried out by literature study of various articles related to brand strategy, brand space, brand equity distribution, and digital brand strategy. The purpose of this study is to understand more about brand strategy by reviewing several articles related to brand space, brand equity distribution, and digital brand strategy. Brand strategy is an important aspect for the success of a company that aims to differentiate itself in a competitive market and increase the value of the company. Given that digital platforms are currently in demand by the public, companies also need to adapt in implementing digital brand strategies. The results of the literature study show that companies need to have a strategy in creating brands to avoid dilution of brand equity because it can cause loss of brand recognition, loyalty, and revenue. Therefore, it is important to provide a strong experience to consumers and different from brand extension. In addition, changes in consumer behavior and market dynamics make the existence of brand space increasingly important. Brand space functions to evoke emotions, convey brand values, and provide a unique and memorable experience for its consumers. When implementing a brand strategy using a digital platform, what needs to be considered is determining target customers, knowing which social media is widely used by consumers, and defining competition.

Rahajeng Arundati

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2024-09-29

PERI IRAWAN

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