Siswanto, Riky Azharyandi
(2023)
Digital Branding Adaptation For
Indonesian Small Medium Enterprises
Expansion Into Global Market.
PhD thesis, Universiti Sains Malaysia.
Abstract
The function of branding in enhancing the competitiveness of Small Medium
Enterprises in Indonesia continues to be a particular goal for numerous stakeholders.
These efforts constantly encounter obstacles for providing direct branding services to
SMEs since there is no aid available in the market. Meanwhile, the phenomenon of the
digital world's development has an impact on how brands are established. While digital
marketing continues to become an affordable approach for marketing, digital branding
continues to increase in cost. On the other side, there are thousands of unemployed
recent grads and graphic design students for providing direct branding services to
SMEs. Between SMEs and inexperienced designers, there is enormous untapped
potential. This is because the disparity between the financial capacities of SMEs and
graphic designers discourages graphic artists from providing their services to SMEs.
To meet the objectives of both parties, a system is required that streamlines the
branding process, reduces branding costs, and improves the resulting branding's
quality, demonstrating that this may either boon or a bane for SMEs seeking to increase
their competitiveness through digital branding. A new ecosystem model is required
that enables access to digital branding SME business owners that are capable of
advancing their goals.
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