Business-to-Business Branding Identification in Newman

KAFIAN DIMAS TRIYOGA, Iin Mayasari, Dr., M.M., MSi

2021 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Dalam industri Business-to-Business (B2B) yang kompetitif, Strategi Branding B2B membantu perusahaan bertahan dan membentuk strategic position yang membedakan dari para pesaing. Newman berusaha untuk bersaing dengan pemain lama di industri branding consultant; disaat Newman sendiri baru didirikan dua tahun lalu. Oleh karena itu, penelitian ini memiliki tujuan untuk mendeskripsikan tahapan implementasi branding B2B didalam Newman untuk memenangkan persaingan, karena branding perusahaan yang baik menciptakan reputasi yang berkesan dan juga pelanggan sampai jangka panjang. Dengan metode penelitian kualitatif, penelitian memperoleh data primer melalui proses wawancara dengan perwakilan profesional dari Newman. Teori tersebut menggunakan teori tahapan branding B2B oleh Kotler dan Pfoertsch (2006). Selain itu, terlepas dari fase pertumbuhan mereka, temuan penelitian menunjukkan bahwa Newman telah mengembangkan strategi branding B2B yang sangat baik dari brand planning, brand analysis, brand strategy, dan brand building � sementara brand audit menjadi tahap yang mereka harus mulai implementasikan. Oleh karena itu, research ini menunjukkan bahwa branding B2B membantu perusahaan dan bisnis pemula bersaing dengan pemain pasar di industry yang sudah modern dan akan terus berkompetisi tinggi.

Within a competitive Business-to-Business (B2B) market, conducting B2B branding strategy helps the company survive and determines a strategic position that differentiates from the competitors. Newman strives to compete with the older competitors in the branding consultant market as Newman itself had established two years ago. Hence, the research aims to describe the stages of B2B branding implementation of Newman to win the competition, as good corporate branding creates a good reputation and long-term clientele. With the qualitative research method, the research gains primary data through the interview process with the professional representative from Newman. The theory uses B2B branding stages theory by Kotler and Pfoertsch (2006). Furthermore, despite their growing phase, the research findings show that Newman has developed excellent B2B branding strategy from brand planning, brand analysis, brand strategy, brand building � while having branding audits as their undone stage. Therefore, it shows that B2B branding helps companies and start-up businesses compete with the older market doers in the modern and everlasting competitive market. implementation of Newman to win the competition, as good corporate branding creates a good reputation and long-term clientele. With the qualitative research method, the research gains primary data through the interview process with the professional representative from Newman. The theory uses B2B branding stages theory by Kotler and Pfoertsch (2006). Furthermore, despite their growing phase, the research findings show that Newman has developed excellent B2B branding strategy from brand planning, brand analysis, brand strategy, brand building � while having branding audits as their undone stage. Therefore, it shows that B2B branding helps companies and start-up businesses compete with the older market doers in the modern and everlasting competitive market.

Kata Kunci : Brand, Business-to-Business Branding, B2B Branding Strategy