The Beauty of a Local Brand that Becomes Queen in Its Own Country
A Brandmorphosis Analysis of Wardah
Abstract
Along with the development of the times, cosmetics have become a necessity that is no longer trivial. It is not surprising that many cosmetic products have emerged on the market. With so many competitors, cosmetic companies must develop branding strategies to build brand trust and create sustainable businesses. One of the cosmetic brands that has long been involved in the national cosmetics world and has become a market leader in Indonesia is Wardah. This article discusses how brandmorphosis or a description of the journey, evaluation, and metamorphosis of the development of the Wardah as a local brand to become a cosmetic market leader in Indonesia. The method used in this study is Brandmorphosis Analysis with a qualitative approach and data sourced from a collection of journal articles, books, and news. The results obtained by Wardah have successfully undergone a business transformation, including re-branding, adding products, changing marketing strategies, and expanding into the digital market. In addition, Wardah has also succeeded in maintaining consumer trust with a commitment to the halal concept, a significant factor in the Indonesian market due to the large Muslim population, and good product quality
Downloads
References
Ashurst, C. and Hodges, J. (2010). 'Exploring business transformation: the challenges of developing a benefits realization capability.', Journal of change management., 10 (2). pp. 217-237.
Febriani, Rhea. (2022). 6 Alasan Mengapa Transformasi Bisnis Perlu Dilakukan Perusahaan. Sirclo; Bisnis & E-commerce. 6 Alasan Transformasi Bisnis Perlu Dilakukan Perusahaan
Ferrinadewi, Erna. (2005, September)). Atribut Produk yang Dipertimbangkan dalam Pembelian Kosmetik dan Pengaruhnya pada Kepuasan Konsumen di Surabaya. Jurnal Manajemen dan Kewirausahaan, Vol.7 (2).
Ferrinadewi, Erna. (2008). Merek & Psikologi Konsumen. Edisi Pertama. Yogyakarta: Graha Ilmu.
Hasan, A. (2013). Marketing dan Kasus-kasus Pilihan. Yogyakarta: CAPS.
Istiyana, Dwi. 2017. Koranmu Indonesia. Wardah dan Strategi Pemasarannya. https://www.koranmu.com/2017/12/wardah-dan-strategi-pemasarannya.html
Lamasi, W. I. ., & Santoso, S. (2022). The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products. International Journal of Research in Business and Social Science (2147- 4478), 11(2), 67–73. https://doi.org/10.20525/ijrbs.v11i2.1579
Oktaniar, F., Listyaningsih, E., & Purwanto, B. (2020). The Effect of Halal Labeling, Advertisement Creativity and Lifestyle on Purchase Decisions of Wardah Products (Case Study of Students of Universitas Malahayati). KnE Social Sciences, 4(14), 692–700. https://doi.org/10.18502/kss.v4i14.7926
Product Plan. (2023). Business Transformation. Business Transformation | Definition and Overview
Purba, N. & Tambunan, K. (2021). Semiotic Analysis of Roland Barthes on Wardah Advertisement Version “I Face of Indonesia”. LingLit Journal Scientific Journal for Linguistics and Literature, 2(3), 113-126. https://doi.org/10.33258/linglit.v2i3.511
Raharjo, A. R., Hidayat, D. N., Alek, A., & Jalil, N. (2020). Multimodal Analysis of Wardah Lipstick Advertisement. Elite: English and Literature Journal, 7(2), 149-159. https://doi.org/10.24252/10.24252/elite.v7i2a4
Rambe, Ranimah. (2019). Persepsi Dosen dan Karyawan Universitas Islam Negeri Sumatera Utara Terhadap Iklan Produk Kosmetik Wardah. (Skripsi Sarjana, Universitas Islam Negeri Sumatera Utara). http://repository.uinsu.ac.id/7833/1/PDF.pdf
Rosita, D., & Novitaningtyas, I. (2021). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Produk Wardah pada Konsumen Mahasiswa. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 494 - 505. https://doi.org/10.31842/jurnalinobis.v4i4.200
Sapitri, L., & Onsardi, O. (2021). The Effect of Brand Image and Product Quality toward Wardah Cosmetics Consumers’ Loyalty as A Study on Students Management Study Program, Faculty of Econom ics and Business, Muhammadiyah University of Bengkulu. Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi Review, 1(2), 139–146. https://doi.org/10.53697/emba.v1i2.281
Sukesi, S. & Hidayat, W. G. P A. (2019). Managing The Halal Industry and The Purchase Intention Of Indonesian Muslims The Case of Wardah Cosmetics. Journal of Indonesian Islam, 13 (1), 200-229. http://dx.doi.org/10.15642/JIIS.2019.13.1.200-229
Suryani, R. F., Sinar, T. S. & Zein, T. T. (2021). Multimodal Analysis In Wardah Islamic Beauty Product Advertising . International Journal of Educational Research &Amp; Social Sciences, 2(6), 1577–1584. https://doi.org/10.51601/ijersc.v2i6.238
Teece, D.J., Pisano, G. and Shuen, A. (1997). Dynamic Capabilities and Strategic Management. Strategic Management Journal, 18, 509-533.
Wijaya, B. S. (2011). Brandmorphosis™ Theory (Teori Brandmorfosis). ID Patent: 000249789. Intellectual Property Database, July 3, 2011. Ministry of Law and Human Rights of Republic of Indonesia. https://acesse.dev/IFHWm
Wijaya, B. S. (2012). Brandmorphosis™ theory: How brands evolve and adapt. Journal Communication Spectrum, 2(2), 215-225. https://doi.org/10.36782/jcs.v2i2.2161
Copyright (c) 2023 Jobmark: Journal of Branding and Marketing Communication
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
