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All Journal MediaTor: Jurnal Komunikasi Journal Communication Spectrum: Capturing New Perspectives in Communication Jurnal Ilmu Komunikasi Jurnal InterAct Communication Sphere Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Jurnal ASPIKOM Jurnal SOLMA Journal of Dedicators Community Jurnal Sosial Humaniora IKRA-ITH ABDIMAS Logista: Jurnal Ilmiah Pengabdian Kepada Masyarakat Jurnal Infrastruktur Jurnal Pengabdian Kepada Masyarakat (Mediteg) JURNAL LENSA MUTIARA KOMUNIKASI Warta Ikatan Sarjana Komunikasi Indonesia Indonesian Journal for Social Responsibility Jurnal Somasi (Sosial Humaniora Komunikasi) COMMICAST Jurnal Pewarta Indonesia Calathu: Jurnal Ilmu Komunikasi Economic Reviews Journal Jurnal Konstruksi Jobmark: Journal of Branding and Marketing Communication CONSEN: Indonesian Journal of Community Services and Engagement Jurnal InterAct International Journal of Geotourism Science and Developmen Cerdika: Jurnal Ilmiah Indonesia Jurnal Pengabdian Masyarakat dan Riset Pendidikan VISA: Journal of Vision and Ideas Da'watuna: Journal of Communication and Islamic Broadcasting
Eli Jamilah Mihardja
Bakrie University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Journal : Economic Reviews Journal

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Strategi Brand Management pada Brand Lokal: Studi Kasus Erigo dalam Membangun Brand Equity di Pasar Global Susilaningrum Hartono; Eli Jamilah Mihardja
Economic Reviews Journal Vol. 4 No. 3 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i3.779

Abstract

This study aims to analyze the brand management strategy implemented by Erigo, a local Indonesian brand, in building and strengthening brand equity in the global market. In facing increasingly tight competition in the era of globalization and digitalization, local brands are required to compete not only in product quality, but also in the ability to build a strong and relevant brand image in the minds of consumers. This study uses a descriptive qualitative approach through literature studies on various scientific sources, including journals, articles, and publications related to brand equity and brand management strategies. The results of the study show that Erigo has succeeded in building global brand equity through five main strategies, namely: repositioning the brand from local streetwear to a travelwear brand with a global identity; implementing aggressive and consistent digital campaigns through social media; strategic collaboration with influencers and Key Opinion Leaders (KOL) to create positive brand associations; participation in the prestigious New York Fashion Week event and placing advertisements in Times Square as a symbol of global existence; and forming a loyal customer community through storytelling and digital activation. Erigo's success is an important case study for other local brands that want to penetrate the international market. These findings emphasize the importance of an integrated, authentic brand management approach based on a deep understanding of global consumer behavior and the power of digital media.
Co-Authors agustini, Prima Mulyasari Agustini ahmad yani Akriadi, Akriadi Alamsyah - Alchoiri, Muhammad Firrizqi Amelia Sandyrani Amer Qasem Andi Hendra Paluseri Andika, Dicky Andini Khansa Anggraini, Candra Anggraini, Indri Anggraini Annisa Putri Antasari, M. Rizky Aqil Azizi Ari Kurnia Arif Mulizar Arni Widyastuti, Dominica Azman Azwan Azmawati Azmawati, Azman Azwan Azmawati, Azman Azwan Azzura, Denisa Bambang Sukma Wijaya Budi Priyanto, Adi Budi Priyanto, Adi Cintiya, Devina Dadang Rachmat Puja Damayanti, Karina Daragana, R. Subchan Deddy Setiawan Deffi Ayu Puspito Sari, Deffi Ayu Puspito Deni Mulyadi Denisa Azura Dewanty, Irma Septuriany Dian Harmaningsih Diki Surya Irawan Dudi Rudianto Fajrin Ismail, Rexy Fariardhany, Fakhrureza Fariardhany, Fakhrurezza Fathiarani, Sarah Khaerunnisha Fatin Adriati Feni Fasta Gunawan, M Guson P Kuntarto Haeirina, Kurniati Putri Harahap, Insan H Hasan Ali Murtadha Ali Murtadha Herinadharma, Vicky Arief Hermansyah Hermansyah Holila Hatta Ika Nur Fitriani Indarmawan, Aldo Indriani, Putri Insan H. Harahap Jamin, M. Irsyad Jurica Lucyanda Kencana, R. Femmy Diajeng Kurnia, Ari Kurnia, Ari Lestari, Dinda Dwi Lestari, Linda Lorita Simamora, Santa M. Didih Manfaat, Jauhari Mariano, Houce Mirsa Diah Novianti Mohammad Ihsan Mohammad Ihsan mountina, Natasya Sarah Mountina Muhammad Rassya Saputra Murtadha, Hasan Ali Murtanti Putri, Dianingtyas Nteseo, Rian Wahyudi Putra Nurvina, Pipit Paluseri, Andi Hendra Panggabean, Ronald H. Panji Witaryanto Praditya Ernanda Alya Wigati Prasatya, Andityas Bima Priharini, Agatha Tri Prima Mulyasari Agustina Prof. Ir. Sofia W. Alisjahbana, M.Sc., Ph.D., Prof. Ir. Sofia W. ratama, Sapta Agung P Ratih Utami Dewi Rexy F. Ismail Rio Rahim Rizki Briandana Rosi Sukmawati Saputra, Muhammad Rassya Sartika, Forestya Simon, Victoria Sirin Fairus Siti Komsiah, Siti Sulthan Fadhilah, Muhammad Susilaningrum Hartono Syaifuddin Syaifuddin Taufik, Unirma M. Togu Pardede Tri Susanto Tuti Widiastuti Widyastuti, Dominica Arni Yusri Yusuf