The Significance of Brand Positioning to UX Design Business Growth

https://doi.org/10.35912/jbpd.v3i2.4513
Published: Jan 20, 2024

Abstract:

Purpose: This paper illustrates the significant branding enhancement for PT Laluasa Cipta Asia using the concept of brand positioning strategy, specifically for one of their business units called Gizalab which focuses on User Experience design services. The study's primary objective was to evaluate the current service process to identify strengths and weaknesses, understand customer behavior, and analyze the competitive landscape.

Method: The main methods in this study are market surveys, competitor analysis, and in-depth interviews. The author uses a market survey to discover how the target market perceived the existing brand perception. This understanding is important as the basis for the creative brand positioning strategy.

Results: While VRIO analysis emphasizes what valuable resources are from the company’s point of view, the in-depth interviews exhibit the gap in what matters to the customers and the target market. There are several key prominent insights found through in-depth interviews, one of them is the poor performance of the company’s branding strategies. The research results indicate that the existing Gizalab’s branding as the user experience design expert is not perceived as intended and currently is not convincing the target market.

Conclusions: The study highlights the critical importance of basic branding elements in supporting business growth and stakeholder vision. A key finding reveals that Gizalab lacks foundational branding assets, particularly a clear brand positioning. Without a strong and concise positioning statement, the company risks confusing potential clients and missing opportunities for differentiation in the market.

Limitations: This study was limited to an internal branding assessment and did not include comprehensive market analysis or competitor benchmarking, which could provide a deeper context for strategic positioning.

Contributions: The findings of this study are particularly relevant to branding consultants, marketing strategists, and business development teams working with startups or SMEs lacking structured brand frameworks.

Keywords:
1. Branding Awareness
2. In-Depth Interview
3. Marketing Strategy
4. Porter’s Five Forces
5. PESTLE Analysis
6. UIUX Design
Authors:
Bayu Bagja Ferdian
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How to Cite
Ferdian, B. B. . (2024). The Significance of Brand Positioning to UX Design Business Growth. Jurnal Bisnis Dan Pemasaran Digital, 3(2), 125–135. https://doi.org/10.35912/jbpd.v3i2.4513
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Issue & Section
Vol. 3 No. 2 (2024): Januari
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach Seventh Edition. New York: John Wiley & Sons.

    Siregar, A. P. H. (2020). Analisis Strategi Bersaing Toko Roti X Berdasarkan IE-Matriks. Jurnal Administrasi Bisnis, 16(1), 1-21. doi:https://doi.org/10.26593/jab.v16i1.3756.1-21

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  2. Barney, J. B., & Hesterly, W. S. (2015). Strategic Management and Competitive Advantage: Concepts and Cases Global Edition. London: Pearson Education.
  3. Garrett, J. J. (2011). The Elements of User Experience: User-Centered Design for the Web and Beyond, Second Edition. London: Pearson Education.
  4. Giawa, R., & Saragih, L. (2020). Analisis Resources Based View (RBV) Studi Kasus: Pada Yayasan Pendidikan GKPS. Manajemen: Jurnal Ekonomi, 2(1), 1-17. doi:https://doi.org/10.36985/qqst0258
  5. Grant, R. M. (2021). Contemporary Strategy Analysis Eleventh Edition. New York: John Wiley & Sons.
  6. Iyer, P., Rokonuzzaman, M., Paswan, A., & Alhidari, A. (2023). B2B Brand Positioning – A Capability (Exploration x Exploitation) Based Typology: Cases from the Middle East. Industrial Marketing Management, 108, 178-189. doi:https://doi.org/10.1016/j.indmarman.2022.11.009
  7. Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. London: Pearson Education.
  8. Kemnaker. (2023). Tenaga Kerja ter-PHK, Juni Tahun 2023. Retrieved from https://satudata.kemnaker.go.id/data/kumpulan-data/1224
  9. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing Management: An Asian Perspective. London: Pearson Education.
  10. Kumar, P. (2019). An Analysis of Michael Porter‘s Ryanair’s Corporate Strategy. International Journal of Research and Analytical Reviews (IJRAR), 6(1), 1431-1446.
  11. Mahadewi, E. P., Timotius, E., Tungkup, D. L., & Ilham, C. I. (2021). Understanding Human-Computer Interaction Patterns: A Systematic Analysis of Past and Future Innovations. Webology, 18(2), 261-272. doi:http://dx.doi.org/10.14704/WEB/V18I2/WEB18320
  12. Mogaji, E., Restuccia, M., Lee, Z., & Nguyen, N. P. (2023). B2B Brand Positioning in Emerging Markets: Exploring Positioning Signals Via Websites and Managerial Tensions in Top-Performing African B2B Service Brands. Industrial Marketing Management, 108, 237-250. doi:https://doi.org/10.1016/j.indmarman.2022.12.003
  13. Ngangi, G. R., & Tumewu, F. (2018). A Qualitative Study of Value Chain Analysis Model in UD. Filadelfia. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(4), 2708-2717. doi:https://doi.org/10.35794/emba.6.4.2018.21052
  14. Porter, M. E. (1985). Creating and Sustaining Superior Performance. New York: The Free Press.
  15. Prastari, A. (2024). Membangun Brand Positioning Melalui Komunitas Daring. Jurnal Public Relations (J-PR), 5(1), 19-24. doi:https://doi.org/10.31294/jpr.v5i1.3350
  16. Pushpakumar, R., Sanjaya, K., Rathika, S., Alawadi, A. H., Makhzuna, K., Venkatesh, S., & Rajalakshmi, B. (2023). Human-Computer Interaction: Enhancing User Experience in Interactive Systems. International Conference on Newer Engineering Concepts and Technology (ICONNECT-2023), 399, 1-9. doi:https://doi.org/10.1051/e3sconf/202339904037
  17. Rasyid, M. F., Sumirat, E., & Rahadi, R. A. (2023). Quantitative Study of Startup Valuation and Strategy Post 2022 Winter. Journal of World Science, 2(2), 300-309. doi:https://doi.org/10.58344/jws.v2i2.226
  18. Rojas-Lamorena, A. J., Del Barrio-Garcia, S., & Alcantara-Pilar, J. M. (2022). A Review of Three Decades of Academic Research on Brand Equity: A Bibliometric Approach Using Co-Word Analysis and Bibliographic Coupling. Journal of Business Research, 139, 1067-1083. doi:https://doi.org/10.1016/j.jbusres.2021.10.025
  19. Sanapala, G. K., Nzeku, S. G., & Mohan, V. K. (2023). A Study on how Brand Positioning Helps the Business to Stand-Out Distinctively in Saturated Market: A Study With Reference to Select Supermarkets. International Journal of Professional Business Review, 8(11), 1-11. doi:https://doi.org/10.26668/businessreview/2023.v8i11.3411
  20. Sandanayake, T. C., & Jayangani, P. G. C. (2018). Current Trends in Software as a Service (SaaS). International Journal for Innovation Education and Research, 6(2), 221-234. doi:https://doi.org/10.31686/ijier.vol6.iss2.969
  21. Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach Seventh Edition. New York: John Wiley & Sons.
  22. Siregar, A. P. H. (2020). Analisis Strategi Bersaing Toko Roti X Berdasarkan IE-Matriks. Jurnal Administrasi Bisnis, 16(1), 1-21. doi:https://doi.org/10.26593/jab.v16i1.3756.1-21
  23. Utama, A., Kurniawan, H., & Normawati, R. A. (2023). Kombinasi Analisis SWOT, Pestel, dan Mckinsey 7s untuk Menganalisis Lingkungan Bisnis Inkubator Bisnis Putra Sang Fajar Blitar. JAMI: Jurnal Ahli Muda Indonesia, 4(2), 200-207. doi:https://doi.org/10.46510/jami.v4i2.157
  24. Vilhena, S. P., & Navas, R. (2023). The Impact of COVID-19 on Digital Banking. Journal of Entrepreneurial Researchers, 1(1), 21-42. doi:https://doi.org/10.29073/jer.v1i1.11
  25. Yu, F., Ruel, L., Tyler, R., Xu, Q., Cui, H., Karanasios, S., . . . Mostafa, J. (2020). Innovative UX Methods for Information Access Based on Interdisciplinary Approaches: Practical Lessons from Academia and Industry. Data and Information Management, 4(1), 74-80. doi:https://doi.org/10.2478/dim-2020-0004