Citation:

Fajria Azzahra Maharani, Gde Ngurah Sandhy Widyasthana. "Proposed Branding Strategy to Improve Brand Image of MDI Ventures by Telkom Indonesia" International Research Journal of Economics and Management Studies, Vol. 4, No. 2, pp. 262-275, 2025.

Abstract:

This research analyzes the effectiveness of MDI Ventures' current branding strategy and develops proposals for a new branding strategy for MDI Ventures to improve its brand image. It was found that although MDI Ventures is well known among External Stakeholders, awareness among the General Public is still limited. Most respondents only had a superficial understanding of the company. The study also revealed inconsistencies in MDI Ventures' digital branding performance, with a high engagement rate on Instagram (12.87%) but a low engagement rate on LinkedIn (0.058%), indicating the need for optimal use of communication channels. The survey results confirm that all brand image indicators have a significant effect on improving MDI Ventures' brand image. To answer MDI Ventures' branding problem and achieve its branding vision, this research proposes a branding strategy that combines branding campaigns, optimal and consistent use of media communications (LinkedIn, Instagram, official website, news media, and startup/VC networking events), involvement in active communities, word of mouth marketing, and ongoing performance monitoring. MDI Ventures can improve its brand image, strengthen stakeholder trust, and establish itself as a leading Corporate Venture Capital (CVC) in Indonesia by implementing a structured branding strategy.

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Keywords:

Brand Image, Venture Capital, Corporate Venture Capital, Branding Strategy.