PT. Cosmotech Multi Mandiri Branding Strategy to Increase International Cooperation with PT Metoo Beauty International

Abstract

To understand and communicate a brand to consumers requires a branding strategy. A branding strategy can help build and realize long-term goals in a business. The branding strategy implemented by PT Cosmotech Multi Mandiri is by collaborating with Chinese companies. This study aimed to determine the branding strategy, obstacles in implementing the branding strategy, and the results of implementing the branding strategy at PT Cosmotech Multi Mandiri using SWOT analysis techniques. This research was conducted using descriptive qualitative methods. The results of this study are the branding strategy carried out by PT Cosmotech Multi Mandiri, namely through social media, such as Instagram, Facebook, Youtube, and the website, and the development of Dianika Skincare. The obstacles faced by the company during the branding strategy are the lack of variety of branding strategies implemented by PT Cosmotech Multi Mandiri and the competition between the branding strategies that PT Cosmotech Multi Mandiri has implemented with other companies. The results of implementing a branding strategy are that many potential customers come to collaborate after seeing the published branding strategy, developing new consumer products as a sense of satisfaction in the collaboration process; Instagram, Youtube, and Website social media branding strategies are more likely to attract consumers, and Facebook branding strategies and the development of Skincare Dianika as the Company's Original Product have little chance of attracting consumers.