Branderpreneurship

Branderpreneurship is about synergizing entrepreneurial spirit and the mindset of branding. It could be called as a brand development-based enterpreneurship. This assumed that entrepreneurs actually have strong beliefs about a business opportunity and organize their resources effectively to accomplish the outcome that changes existing interactions. One of those opportunities that can be exploited by an entrepreneur in developing a business is the opportunity to create more values through business’ brand development both corporate or product brand, even himself (personal brand). Brand development is required because the brands create value for customers by helping them navigate the choice process. Hence the application of Branderpreneurship is worth to be considered by entrepreneurs. This concept of Branderpreneurship was firstly introduced by Bambang Sukma Wijaya in the International Conference on Business and Communication (ICBC) 2011.
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 (Wijaya, 2011). As attitude model, Branderpreneurship also can be defined as a tendency of the mental attitude to synergize the entrepreneurial spirit with the branding mindset by optimizing values development to support ‘high-impact’ business performance. There are several strategic steps in the development and management of values as the core of Branderpreneurship, this process is called the Circle of Values Development (Wijaya, 2011)
the Circle of Values Development
Branderpreneurship concept refers to the stages as set out in the ‘Circle of Values Development’: starting from identifying values, creating values, delivering values, communicating values, maintaining values, evaluating values to upgrading values. Branderpreneurship concept is very useful for novice entrepreneurs or SMEs that are developing their business so that the business brand more quickly recognized by the public, which would have an impact on increasing business profits.
Branderpreneurship Framing Analysis
In analyzing and evaluating the application of Branderpreneurship, Wijaya (2012) proposed a method of Branderpreneurship Framing Analysis, by analyzing the indicators in the variables or elements contained in the Circle of Values Development, among which are: identifying values (consumer insights, market competitive insights, brand insights), creating values (functional, emotional, symbolic, social values), delivering values (online, offline), communicating values (what-to-say, how-to-say, where-to-say), maintaining values (customer retention and loyalty), evaluating values (brand performance, competitor’s reaction towards products, consumers, channels), upgrading values (on products, consumers, channels, communication, business).

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