Brand Positioning Strategy in Improving the Image of Technology Startup Companies
Keywords:
Brand positioning, corporate image, technology startup, brand strategy, brand communication.Abstract
This study aims to analyze the brand positioning strategy implemented by technology startup companies in an effort to improve their brand image amidst the increasingly competitive digital industry competition. Using a qualitative descriptive approach, data was obtained through in-depth interviews, documentation studies, and observations of branding activities at certain technology startups. The focus of this study includes the main elements in brand positioning such as the uniqueness of the value proposition, determining the target market, and consistent and relevant brand communication. The results of the study show that the right brand positioning strategy can significantly improve the image of technology startup companies. By understanding the target market, building a unique selling proposition (USP), and maintaining brand identity consistency across platforms, startups can differentiate themselves from competitors and attract the attention of the right consumers. This study also found that startups that successfully implement strong brand positioning tend to find it easier to build customer loyalty, increase market trust, and strengthen competitiveness in the highly competitive technology industry.
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