On Saturday (20/4) at the EDS building of UGM, Rakhmat Ganda Wirawan, Senior Brand Marketing Manager & Global Project at Enesis Group, presented the topic of Branding and Positioning during the Startup Incubation activity. Enesis Group oversees products such as Soffell, Adem Sari, Antis Antiseptic, Vegeta, Kispray, Force Magic, Plossa, and Amunizer.
Rakhmat explained that while brand and product are interconnected, they are distinct concepts. A product is a good or service produced by a company to meet the needs or desires of customers, taking the form of a physical object or a consumable service. A brand, on the other hand, encompasses the entire identity, image, and perception associated with a product or company. This includes elements like the logo, name, company values, story, and reputation. For a business to succeed, the product and brand must be interconnected. A good product can build a positive reputation for the brand, and a strong brand can enhance the product’s appeal. Therefore, it is essential to consider both high-quality product development and effective brand positioning strategies to achieve long-term success.
The mentoring session continued with a discussion on key aspects of brand positioning, particularly understanding competitors. “Competitive analysis helps in understanding how competitors position themselves, determining the segment that best fits the product being developed, focusing on the core values that differentiate from competitors, ensuring consistency in all brand aspects from design to communication. Additionally, monitoring and evaluating the effectiveness of brand positioning and making necessary adjustments is crucial,” explained Rakhmat. He also provided guidance on market segmentation, customer analysis, and other quantitatively measurable analyses. (Writer: Ailsa / Documentation: IA Photos)