Analysis Of Brand Image Strengthening Strategy to Enhance The Competitiveness of PT Eleanor Mandiri Indonesia In The Manufacturing Industry

Abstract

In the increasingly competitive era of the manufacturing industry, brand image has become a strategic factor in enhancing a company’s competitiveness. PT Eleanor Mandiri Indonesia, a company operating in the production of laboratory equipment, civil tools, and spare parts, faces the challenge of weak brand recognition in the market. This study aims to analyze brand image strengthening strategies to improve competitiveness and expand the company's market share. This research uses a qualitative approach with a case study design. Data collection techniques include in-depth interviews, Focus Group Discussions (FGD), and questionnaire distribution. The collected data were analyzed using SWOT analysis to identify the strengths, weaknesses, opportunities, and threats affecting the company’s brand position. The findings show that PT Eleanor Mandiri Indonesia possesses strengths in product quality and the competence of its sales team, as well as opportunities through the use of digitalization and social media. However, the company still faces weaknesses in brand awareness and promotional efficiency, along with threats from price competition and market fluctuations. Based on the SWOT analysis, four key strategies were formulated: (1) optimizing product quality through digital promotion, (2) consistent branding campaigns via social media, (3) strengthening brand narratives to face price competition, and (4) rebranding and continuous brand communication.