Figure 2. Branding strategy flow.
Figure 3. Scheme of cultural change.
4.4 Non digital strategy
Expand Sales Territory. SMEs depend on customers and employees from one region. Today, this
is very risky as the COVID-19 crisis in the red zone could stop a company’s sales and operations. It
is important, then, that SMEs diversify their location to minimize disruption and maintain income.
Increase knowledge about business. For SMEs, new technology has made it easier to expand
their local footprint and even go global. For example, to handle customers and fulfill orders, an
add-on for an e-commerce platform can translate a retail website into multiple languages and help
ship products around the world.
4.5 Mental change to the digital age
Associated with the theory of cultural politics, branding and promotion have actually become
desirable for business actors, both large, medium, and small. It can be said that this desire is
a reference for the expectations of the business actor. Within that desire are elements of digital
branding and promotion. These elements form a culture in society, and within the elements there
are certain goals of the ruling class regarding carrying out their ideas to society.
Based on the description above, those in the ruling class must compete with one another so that
the culture offered by them is accepted by the community. It can be concluded that the battle for
the power of media branding and promotion is not just a power struggle between conventional and
digital media, but is broader than that, namely a battle of ideology.
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