To survive and thrive in the market, companies must continuously adapt to change, ensuring their brands remain relevant as consumer needs change.
“The many new players in the market and rising consumer expectations require brand managers to adjust strategies to align with consumer desires,” said Prio Ajie, Global Brand Manager of Rexona, during a guest lecture on Brand Management at SBM ITB, on Friday (19/10).
Rexona, a brand under Unilever, a British multinational FMCG company, leverages Prio’s expertise in branding and marketing to navigate increasingly complex market dynamics. In his lecture, Prio shared insights on brand management and the strategies that Rexona employs to remain competitive.
He highlighted three main elements in creating an effective brand campaign: conducting brand audits through the “brand power” concept, utilizing the 6P framework for marketing analysis, and engaging in social listening. Additionally, he emphasized the importance of brand positioning and strategic planning, which includes innovation and integrated communication.
According to Prio, the brand power framework revolves around three key aspects: meaning for consumers, differentiation, and brand presence in daily life. “As a brand owner, ensure your product holds significance for consumers, stands out from competitors, and maintains a presence in consumers’ minds and everyday lives,” he said.
“Make your product known for its uniqueness—carry that distinctiveness consistently without compromising authenticity. Always strive to stand out and boldly embrace your unique identity at every opportunity.”
Prio also shared his experience in running large campaigns, such as the “Rexona Glow For It Fest” featuring the K-pop group (G) I-DLE. He attributed his success to three principles: daring to dream big, building genuine connections, and challenging the status quo.
As an alumnus of SBM ITB’s Class of 2013, Prio reflected on his journey, noting that his dream of becoming a global brand manager once seemed far-fetched.
“Yet having a big dream is what fuels my enthusiasm every morning,” he said. “It’s the possibility of realizing a dream that makes life so interesting.”