Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

Research Article

The Brand Strategy Analysis: Surviving and Competing in The Disruptive Era

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  • @INPROCEEDINGS{10.4108/eai.8-10-2018.2288665,
        author={Irsad  Andriyanto and Karebet  Gunawan and Suhadi  Suhadi},
        title={The Brand Strategy Analysis: Surviving and Competing in The Disruptive Era},
        proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMAB},
        year={2019},
        month={10},
        keywords={brand strategy awareness swot aggressive},
        doi={10.4108/eai.8-10-2018.2288665}
    }
    
  • Irsad Andriyanto
    Karebet Gunawan
    Suhadi Suhadi
    Year: 2019
    The Brand Strategy Analysis: Surviving and Competing in The Disruptive Era
    ICEMAB
    EAI
    DOI: 10.4108/eai.8-10-2018.2288665
Irsad Andriyanto1,*, Karebet Gunawan1, Suhadi Suhadi1
  • 1: Department of Sharia and Islamic Economy, IAIN Kudus, Ngembalrejo, Kudus, Indonesia
*Contact email: irsad.smg@gmail.com

Abstract

The umrah travel industry is continuously growing while negative news of the industry still exists. Travel organizers should act professional service while complying with government rules. Consequently, many brands came offering interesting promises to serve pilgrims. This research aimed to reveal the brand awareness brand management model and its development among umrah travel organizers. Key informant interviews with associated secondary data mining were important sources of data gathering. Furthermore SWOT analysis used in data processing to uncover related information for strengths weaknesses opportunities threats and rivalry position among organizers. The results suggested five ways to build brand awareness: social media optimization partnering with public figures whose great influence posters forming a community of umrah alumni and applying a famous brand name. Travel organizers could take advantage of using a prominent brand and cede their entire policies of the parent organization. They might empower the parent brand operational experience to support marketing activities. Moreover, the organizers supervised their own brand mastering overall decision making. Those are three actions in the framework of brand management. Equally for the evolution of a brand strategy among travel organizers each can choose whether aggressive cautious defensive or competitive strategy.