Synergizing Entrepreneurial Spirit and the Mindset of Branding through Branderpreneurship: Evidences from Indonesia
*Bambang Sukma Wijaya, Suharyanti, Mirana Hanathasia, Dessy Kania
Abstract: This paper examines the current research on the phenomena of Branderpreneurship, a brand development-based entrepreneurship. Using comparative case studies, the authors analyze two SME brands in Indonesia from the lens of the Circle of Values Development as the core of Branderpreneurship. Evidently, the brand that applies the most of elements in the Circle of Values Development is more successful and developing faster. Branderpreneurship is an application of targeted and integrated brand development strategy by maximizing existing resources to support business development so that provides added value to entrepreneurship. To activate the branderpreneurship, at least there are seven steps and elements should be considered in developing brand values, that are, identifying values, creating values, distributing values, communicating values, maintaining values, evaluating values, and updating values. Branderpreneurship model can be used as a strategic tool to review business brand performance through self-reflexivity method, as well as the parameter of measuring the mental set in synergizing entrepreneurial spirit and the mindset of branding.
Keywords: Brandepreneurship, entrepreneurial spirit, mindset of branding, circle of values development
*Department of Communication Science, Faculty of Economics and Social Sciences, Bakrie University, Jl. HR Rasuna Said, Kav. C-22 Kuningan, Jakarta, Indonesia
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