Strategi Brand Portfolio Untuk Perusahaan Menengah: Studi Kasus Pada Lifestyle Brand

Marheni Eka Saputri; Wirania Swasty; Nisa Eka Nastiti; Fitriani Nur Utami; Keysia Shafa Sabrina

doi:10.14710/jab.v13i2.64573

DOI: https://doi.org/10.14710/jab.v13i2.64573

Strategi Brand Portfolio Untuk Perusahaan Menengah: Studi Kasus Pada Lifestyle Brand

Marheni Eka Saputri - Administrasi Bisnis, Fakultas Ekonomi dan Bisnis, Telkom University, Bandung, Indonesia, Indonesia

*Wirania Swasty - Magister Desain, Fakultas Industri Kreatif, Telkom University, Bandung, Indonesia, Indonesia

Nisa Eka Nastiti - Desain Komunikasi Visual, Fakultas Industri Kreatif, Telkom University, Bandung, Indonesia, Indonesia

Fitriani Nur Utami - Administrasi Bisnis, Fakultas Ekonomi dan Bisnis, Telkom University, Bandung, Indonesia, Indonesia

Keysia Shafa Sabrina - Desain Komunikasi Visual, Fakultas Industri Kreatif, Telkom University, Bandung, Indonesia, Indonesia

Received: 15 Jun 2024; Revised: 2 Oct 2024; Accepted: 2 Oct 2024; Available online: 3 Oct 2024; Published: 30 Oct 2024.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

BibTex Citation Data :

@article{JAB64573,
    author = {Marheni Saputri and Wirania Swasty and Nisa Nastiti and Fitriani Utami and Keysia Sabrina},
    title = {Strategi Brand Portfolio Untuk Perusahaan Menengah: Studi Kasus Pada Lifestyle Brand},
    journal = {Jurnal Administrasi Bisnis},
  volume = {13},
    number = {2},
    year = {2024},
    keywords = {Brand portfolio; lifestyle brand; medium enterprise},
    abstract = {   The lifestyle brand industry is highly competitive, with many brands competing for consumer attention and loyalty. This study aims to: 1) understand the adoption of the company's existing brand management, and 2) determine the optimal number of brands a company should own. Qualitative data were collected through in-depth interviews with key stakeholders, such as the co-founder, to understand the company's brand management practices. Secondary data in document reviews were used to assess the optimal number of brands. Based on the interviews, the company adopted the House of Brands and Sub-Branding strategies. From the document review, it was revealed that companies in the lifestyle brand industry in Indonesia tend to diversify their portfolios and expand product categories to reach various market segments and respond to trends. Having multiple brands provides flexibility in marketing strategies, positioning, and growth potential, which supports the overall development of the company.   Industri lifestyle brand sangat kompetitif, dengan banyak merek bersaing untuk mendapatkan perhatian dan loyalitas konsumen. Penelitian ini bertujuan untuk: 1) mengetahui adopsi manajemen merek eksisting perusahaan saat ini, dan 2) menentukan jumlah merek optimal yang sebaiknya dimiliki perusahaan. Data kualitatif dikumpulkan melalui wawancara mendalam dengan pemangku kepentingan utama, seperti co-founder, untuk memahami praktik manajemen merek perusahaan. Data sekunder berupa review dokumen digunakan untuk meninjau jumlah merek optimal. Berdasarkan wawancara, perusahaan mengadopsi strategi House of Brands dan Sub-Branding. Dari document review, terungkap perusahaan-perusahaan dalam industri lifestyle brand di Indonesia cenderung melakukan diversifikasi portofolio dan ekspansi kategori produk untuk menjangkau berbagai segmen pasar serta merespons tren. Memiliki banyak merek memberikan fleksibilitas dalam strategi pemasaran, positioning, dan potensi pertumbuhan yang mendukung keseluruhan perkembangan perusahaan.},
   issn = {2548-4923},   pages = {177--188}  doi = {10.14710/jab.v13i2.64573},
    url = {https://ejournal.undip.ac.id/index.php/janis/article/view/64573}
}

Citation Format:

Abstract

The lifestyle brand industry is highly competitive, with many brands competing for consumer attention and loyalty. This study aims to: 1) understand the adoption of the company's existing brand management, and 2) determine the optimal number of brands a company should own. Qualitative data were collected through in-depth interviews with key stakeholders, such as the co-founder, to understand the company's brand management practices. Secondary data in document reviews were used to assess the optimal number of brands. Based on the interviews, the company adopted the House of Brands and Sub-Branding strategies. From the document review, it was revealed that companies in the lifestyle brand industry in Indonesia tend to diversify their portfolios and expand product categories to reach various market segments and respond to trends. Having multiple brands provides flexibility in marketing strategies, positioning, and growth potential, which supports the overall development of the company.

Industri lifestyle brand sangat kompetitif, dengan banyak merek bersaing untuk mendapatkan perhatian dan loyalitas konsumen. Penelitian ini bertujuan untuk: 1) mengetahui adopsi manajemen merek eksisting perusahaan saat ini, dan 2) menentukan jumlah merek optimal yang sebaiknya dimiliki perusahaan. Data kualitatif dikumpulkan melalui wawancara mendalam dengan pemangku kepentingan utama, seperti co-founder, untuk memahami praktik manajemen merek perusahaan. Data sekunder berupa review dokumen digunakan untuk meninjau jumlah merek optimal. Berdasarkan wawancara, perusahaan mengadopsi strategi House of Brands dan Sub-Branding. Dari document review, terungkap perusahaan-perusahaan dalam industri lifestyle brand di Indonesia cenderung melakukan diversifikasi portofolio dan ekspansi kategori produk untuk menjangkau berbagai segmen pasar serta merespons tren. Memiliki banyak merek memberikan fleksibilitas dalam strategi pemasaran, positioning, dan potensi pertumbuhan yang mendukung keseluruhan perkembangan perusahaan.

Fulltext View|Download

Keywords: Brand portfolio; lifestyle brand; medium enterprise

Article Metrics:

Article Info

Section: Articles

Language : ID

In Vol 13, No 2 (2024)

Recent articles

Analisis Talent Development Strategy di Era Revolusi Industri 4.0 (Studi Kasus Pada PT Telkom Indonesia Regional IV Jateng-DIY) Sectoral Analysis of Corporate Environmental Disclosure of Listed Manufacturing Companies in Nigeria Upaya Penegakan Integritas dan Profesionalisme Pada Konsultan Pajak dalam Pemeriksaan Pajak More recent articles

Most cited articles

Pengaruh E-Service Quality dan E-Security Seals Terhadap E-Satisfaction Melalui Keputusan Pembelian Konsumen E-Commerce (Studi Kasus pada Konsumen Lazada Indonesia) Pengembangan Pariwisata Berbasis Budaya dan Kearifan Lokal Pengaruh Keselamatan Dan Kesehatan Kerja Terhadap Prestasi Kerja Karyawan Pada PT. PLN (Persero) APJ Semarang Pengaruh Nilai Pelanggan dan Kualitas Layanan Terhadap Loyalitas Pelanggan, Melalui Kepuasan Pelanggan Pada Pelanggan Bus Efisiensi (Studi PO Efisiensi Jurusan Yogyakarta-Cilacap) More cited articles

Last update:

No citation recorded.

Last update: 2024-11-19 20:40:02

No citation recorded.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Starting from 2022, the author(s) whose article is published in the Jurnal Administrasi Bisnis (JAB) attain the copyright for their article and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. By submitting the manuscript to JAB, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that:

their article is original, written by the mentioned author(s),
has never been published before,
does not contain statements that violate the law, and
does not violate the rights of others, is subject to copyright held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to the article, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce the article for its own purposes,
The right to archive all versions of the article in any repository, and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of the article (for example, posting them to institutional repositories or publishing them in a book), acknowledging its initial publication in this journal (Jurnal Administrasi Bisnis).

Suppose the article was prepared jointly by more than one author. Each author submitting the manuscript warrants that all co-authors have given their permission to agree to copyright and license notices (agreements) on their behalf and notify co-authors of the terms of this policy. Jurnal Administrasi Bisnis (JAB) will not be held responsible for anything that may arise because of the writer's internal dispute. Jurnal Administrasi Bisnis (JAB) will only communicate with correspondence authors.

Authors should also understand that their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available once published. The license of published articles (and additional data) will be governed by a Creative Commons Attribution-ShareAlike 4.0 International License. Jurnal Administrasi Bisnis (JAB) allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Jurnal Administrasi Bisnis (JAB) to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.