How Marketing Strategy Contribute to Build Brand Equity in Global Market: The Case of B2B Telecommunication Company

Abstract

In the last three decades, the telecommunications industry played a major role in the global technology revolution. But telecommunication companies are facing increasing competition from digital players which also offer voice and messaging services, accentuating deterioration in the revenue of key services in telecommunication companies. Telin, as one of the players in the global market is also transforming in various fundamental aspects and has established itself to transform into a digital telco. Telin needs to define the right and effective marketing strategy to communicate its transformation to compete in the digital industry. This research uses brand revitalization strategies to build and strengthen Telin’s brand equity. The first proposed strategy is implementing new brand architecture strategy to anticipate the new products or services, new target market, new competition, and strategic mind shift. And the second is implementing new marketing strategy to align with the new vision, mission, and positioning the company as the digital telco provider. The result of this research can help B2B telecommunication companies, like Telin, to evaluate its marketing strategy and build brand equity in the digital industry.

Keyword:Brand Equity, Brand Architecture, Marketing Strategy