The Creation Of Brand Identity For Social Enterprise To Strengthen Brand Value And Sustainability (Study Case: Satu Nursing Wear)

Abstract

Like a commercial business, a social enterprise is currently facing challenges due to the COVID-19 pandemic. One of the biggest challenges it faces is financial, where the loss of sales is happening due to society's economic downturn. It needs to re-strategies to regain momentum in the market, and hence it could become sustainable by ensuring profitable business. One way for a business to receive profitability is by having a solid brand identity, and this can be achieved by applying a business tool in creating brand identity. Most of the available business tools can be applied both for social enterprise and commercial business. However, not all of them have the appropriate component that could showcase a social impact. Some of these tools needing a revision to incorporate the purpose within them, which is the case for Kapferer brand identity prism. There is a need to modify the framework to include the "purpose" facet, where this component could act as the "heart" of the brand identity. This research is trying to understand the applicability of the Kapferer brand identity prism for a social enterprise, and the analysis is performed by applying a benchmark analysis and a public acceptance survey. The result of this research confirmed that there is a need for the Kapferer brand identity prism to be slightly revised to incorporate the "purpose" component, which can highlight the value of a social enterprise.

Keywords: Brand identity, COVID 19, Kapferer brand identity prism, social enterprise, sustainability.