social changes exist in changes that are fundamental or only complete previous changes. As an
example, a change in the promotion media in Indonesia is the nature of completing previous
deficiencies.
Based on the information above, the research problems were identified as follows.
(1) SMEs are still adapting conventional branding and promotion patterns.
(2) Changes from conventional media promotion and branding require an overall change in the
mentality of business actors.
(3) A branding strategy is needed to support mental change in the way of thinking from conventional
media to digital. Thus, the problems are the appropriate digital branding strategy for SMEs in
Indonesia and how it affects the mental change of business actors.
2 RESEARCH METHODOLOGY
Bogdan & Taylor (1975) in Moleong (2007) stated that qualitative methodology is a research
procedure that produces descriptive data in the form of written or oral words from people as
well as their observable behavior. Qualitative research aims at obtaining the complete picture of a
matter according to the human point of view studied. Qualitative research is related to the ideas,
perceptions, opinions, or beliefs of the people being studied.
3 LITERATURE REVIEW
Brand values/core ideas communicated to an audience have different weights and pressures depending on the characteristics of the product. Luxury and signature products place emphasis on the
products themselves. Retail/culinary emphasize the ambience/atmosphere of an interior retail space.
Service in general emphasizes behavior/attitude/hospitality of the business actors. Consumer goods
emphasizes frequent communication through various media (Ollins, 2008).
Based on Ollins (2008), there are the four vectors through which a brand emerges. They are
product, behavior, environment, and communication. The four vectors are interrelated in changing
the knowledge of businesspeople from conventional thinking to digital, both for branding and
promotion purposes. Brand management should be treated as a resource in every way equal to
financial management or IT management, as a corporate resource which will work effectively
when it embraces every part of the organization (Ollins, 2008).
4 DISCUSSION AND RESULT
4.1 Small and medium business branding strategy in the new normal
Before creating a branding strategy for SMEs, a mapping is needed. Things that must be mapped
and analyzed are as follows.
(1) Marketing Research. The first strategy for the new normal SMEs is to conduct marketing
research or research to all consumers in order to meet consumers’ needs. Marketing research is
part of the STP marketing strategy. By conducting marketing research, you can discover which
strategy is more suitable and appropriate to meet consumer needs.
(2) Product Portfolio Evaluation. The strategy for the next new normal SME is to evaluate the
products that will appear when entering the new normal era, where consumers will be more
careful about using new products even at very economical prices. There is even a possibility
that consumers will instead use cheaper products with standard quality because consumers
tend to be cautious and aware that the crisis will recur.
(3) Evaluate Prices and Pay Attention to Competitors. Evaluate the problem of price because
consumers tend to reduce their purchasing power to be more careful about buying and
14
example, a change in the promotion media in Indonesia is the nature of completing previous
deficiencies.
Based on the information above, the research problems were identified as follows.
(1) SMEs are still adapting conventional branding and promotion patterns.
(2) Changes from conventional media promotion and branding require an overall change in the
mentality of business actors.
(3) A branding strategy is needed to support mental change in the way of thinking from conventional
media to digital. Thus, the problems are the appropriate digital branding strategy for SMEs in
Indonesia and how it affects the mental change of business actors.
2 RESEARCH METHODOLOGY
Bogdan & Taylor (1975) in Moleong (2007) stated that qualitative methodology is a research
procedure that produces descriptive data in the form of written or oral words from people as
well as their observable behavior. Qualitative research aims at obtaining the complete picture of a
matter according to the human point of view studied. Qualitative research is related to the ideas,
perceptions, opinions, or beliefs of the people being studied.
3 LITERATURE REVIEW
Brand values/core ideas communicated to an audience have different weights and pressures depending on the characteristics of the product. Luxury and signature products place emphasis on the
products themselves. Retail/culinary emphasize the ambience/atmosphere of an interior retail space.
Service in general emphasizes behavior/attitude/hospitality of the business actors. Consumer goods
emphasizes frequent communication through various media (Ollins, 2008).
Based on Ollins (2008), there are the four vectors through which a brand emerges. They are
product, behavior, environment, and communication. The four vectors are interrelated in changing
the knowledge of businesspeople from conventional thinking to digital, both for branding and
promotion purposes. Brand management should be treated as a resource in every way equal to
financial management or IT management, as a corporate resource which will work effectively
when it embraces every part of the organization (Ollins, 2008).
4 DISCUSSION AND RESULT
4.1 Small and medium business branding strategy in the new normal
Before creating a branding strategy for SMEs, a mapping is needed. Things that must be mapped
and analyzed are as follows.
(1) Marketing Research. The first strategy for the new normal SMEs is to conduct marketing
research or research to all consumers in order to meet consumers’ needs. Marketing research is
part of the STP marketing strategy. By conducting marketing research, you can discover which
strategy is more suitable and appropriate to meet consumer needs.
(2) Product Portfolio Evaluation. The strategy for the next new normal SME is to evaluate the
products that will appear when entering the new normal era, where consumers will be more
careful about using new products even at very economical prices. There is even a possibility
that consumers will instead use cheaper products with standard quality because consumers
tend to be cautious and aware that the crisis will recur.
(3) Evaluate Prices and Pay Attention to Competitors. Evaluate the problem of price because
consumers tend to reduce their purchasing power to be more careful about buying and
14