STRATEGI MEREK (BRAND) PRODUSEN SMARTPHONE

Abstract

The development of the mobile phone manufacturing industry not only competes in terms of technology embedded in it but also in the business strategies they implement. One strategy that a company can do at the start is building a brand strategy. A company will of course carry out this strategy with the aim of serving different segments or in order to protect their main brand from their competitors. In general, there are five options for determining brand strategy, namely: product line extension strategy, brand extension strategy, multi brand strategy, new brand strategy. Brand Strategy) & Joint brand strategy (Co-Branding Strategy). This research uses a qualitative research method with a phenomenological approach. The results of this research show that the brand strategy carried out by smartphone companies uses three strategies, namely: product line expansion, brand expansion strategy and multiple brand strategy. This strategy is carried out by smartphone manufacturers in Indonesia