IMPROVEMENT BRANDING STRATEGIES TO ENHANCE COMPETITIVENESS OF LOCAL BRANDS: A CASE STUDY OF MFD STUDIO

• Main Author: Khalisha Rinjany, Firza
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87184
• Institution: Institut Teknologi Bandung

The rapid growth of Indonesia’s fashion sector contributes significantly to the creative economy. This is influenced by the post-pandemic shift in consumer behavior, making the Indonesian fashion market more competitive. Local brands face significant challenges in competing in this market. One of the local brands facing this challenge is MFD Studio, a local brand from Bandung. MFD Studio faces a challenge in building a strong brand identity and differentiating itself from competitors. This research was conducted using a qualitative approach with semi-structured interviews to explore internal and external perceptions of the brand, and secondary data analysis was conducted through collection from journals, social media, and e-commerce. The results identified that MFD Studio was experiencing challenges in terms of brand awareness and a mismatch between the visual elements and the values it wanted to deliver. A brand audit was conducted to see the mismatch between the brand identity and customer perception, which affected the conversion rate. According to the results of the analysis, a comprehensive improvement branding strategy is proposed, focusing on improving a more consistent brand visual identity, strengthening more precise values, and optimizing the use of digital channels to increase interaction with consumers. Implementing this strategy is expected to increase brand awareness, strengthen customer loyalty, and drive increased conversion, ultimately strengthening MFD Studio’s competitive position in the Indonesian fashion market.