BRANDERPRENEURSHIP: KEWIRAUSAHAAN BERBASIS PENGEMBANGAN MEREK
Abstract
This article elaborates on a strategic concept for entrepreneurs that allows their business to grow faster by synergizing the entrepreneurial spirit and the branding mindset. Indeed, many entrepreneurs still consider brand development or branding as a 'luxurious strategy' that is wasting money. However, by using the concepts and strategies that are smarter and focused, branding activities can be executed more effectively and efficiently to produce the optimum effect on business performance. Branderpreneurship concept refers to the stages as set out in the ‘circle of values development’: starting from Identifying values, Creating values, Delivering values, Communicating values, Maintaining values, Evaluating values to Updating values. Branderpreneurship concept is beneficial for novice entrepreneurs, start-up businesses, and SMEs that are developing their business. Thus, the public can more quickly recognize their business brand, grows strategically, which would have an impact on increasing business profits.
Keywords
References
Doyle, P. 2008. Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. 2nd Edition. West Sussex, England: Wiley
Golash-Boza, T. 2015. Writing a Literature Review: Six Steps to Get You from Start to Finish. Wiley Network, 2 Juli. Diakses 30 Agustus 2019. Tersedia di: https://www.wiley.com/network/researchers/preparing-your-article/writing-a-literature-review-six-steps-to-get-you-from-start-to-finish
Kapferer, J-N. 2008. New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 4th Edition. USA: Kogan Page
Lodish, L M., Morgan, H. L., & Kallianpur, A. 2001. Enterpreneurial Marketing: Lesson From Wharton’s Pioneering MBA Course. NY: John Wiley & Sons
McNally, D & Speak, K. D. 2004. Be Your Own Brand. Penerj: Sikun Pribadi. Jakarta: Gramedia
Morel, M. 2003. Promote Your Business. NSW, Australia: Allen & Unwin
Post, K. 2005. Brain Tattoos: Creating Unique Brands that Stick in Your Customers’ Minds. NY: Amacom
Raggio, R. D. & Leone, R. P. 2007. The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning. Journal of Brand Management, Vol. 14, No. 5, pp. 380-395
Sharma, G., Saxena, P. & Ailawadi, S. 2010. Entrepreneurial Branding. Journal of Synergy, Vol. 3, No. 1, pp. 112-124
Tranggono, I. 2011. Pasar Rakyat dalam Rezim Genderuwo Liberalisme. Harian Kompas, 17 Oktober
Wijaya, B. S. 2011. Branderpreneurship: Brand Development-Based Entrepreneurship. Dipresentasikan di International Conference on Business and Communication (ICBC), 23-24 November 2011, Jakarta
Wijaya, B. S. 2013a. How ‘Deep’ is Your Brand? The Hierarchical Effects Model of Emotional Branding, Journal Communication Spectrum, Vol. 3, No.2, pp. 158-169
Wijaya, B. S. 2013b. Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication, European Journal of Business and Management, Vol. 31, No. 5, pp. 55-65
Wijaya, B. S. 2014. Branderpreneurship Framing Analysis: A Methodological Framework, Journal Communication Spectrum, Vol. 4, No. 2, pp. 92-104
Wijaya, B. S. & Sutawidjaya, A. H. 2015. Planted with Word-of-Mouth, Flourished with Social Media Communications: How a Small Business Brand in Indonesia Grows Globally in the ‘Land’ of Branderpreneurship. International Journal of Applied Business and Economic Research, Vol. 13, No. 5, pp. 3393-3408
Zimmerer, T. W. & Norman M. S. 2008. Essentials of Entrepreneurship and Small Business Management. 5th Edition. New Jersey: Pearson
Refbacks
- There are currently no refbacks.
Indexed by :
Editorial Office :
Journal of Entrepreneurship, Management and Industry (JEMI)
Jl. HR Rasuna Said Kav. C-22, Rasuna Epicentrum, Kuningan. Jakarta Selatan 12920. email : [email protected]
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.