SHARPENING SOCIAL VALUES FOR THE BRANDING STRATEGY OF A SOCIAL BUSINESS STARTUP (CASE STUDY OF AILIV)
Ailiv, a preventive health startup guided by the vision of "Quality of Life for All," aspires to extend its mission beyond its current customer base to impact a broader community positively. Therefore, this research seeks to expand Ailiv's social values and establish brand communic...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/81908 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Ailiv, a preventive health startup guided by the vision of "Quality of Life for All,"
aspires to extend its mission beyond its current customer base to impact a broader
community positively. Therefore, this research seeks to expand Ailiv's social values
and establish brand communication that aligns with its founding mission. The
theory of change model is utilized in the study to elevate values, which are then
incorporated to develop Ailiv's brand identity and communication strategy. This
study uses a qualitative approach with data collected through interviews and focus
group discussions (FGD). The interview was conducted with potential customers
and beneficiaries. The focus group discussion was performed within Ailiv’s internal
team. The data collected from this study was then analyzed using content analysis
for interviews and thematic analysis for FGD. The study identified diabetes as the
most critical and urgent health concern to potential customers. To determine Ailiv's
enhanced value, the needs and wants of potential customers and beneficiaries
(people with diabetes) were analyzed. The analysis identified opportunities for
Ailiv to expand its social impact by offering financial support to diabetic patients.
In alignment, Ailiv's brand identity was formed based on the new values
highlighting inclusivity in health empowerment. The new brand identity requires
an updated communication model based on the AIDA framework. Ailiv aims to
foster deeper connections with its audience by utilizing online and offline channels
to optimize the brand purchase funnel. The study's findings emphasize the
importance of Ailiv in expanding its resources, product development, operations,
and social initiatives to communicate the brand with enhanced social values.
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