Articles

Rebuilding Brand Awareness during Early-Stage B2B Rebranding: A Case Study of Formexa in the Pharmaceutical Manufacturing Sector

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: In business-to-business manufacturing, brand awareness plays a vital role in supporting long-term relationship and strategic positioning. This Study investigates how brand communication strategy influences client brand awareness during the early stage if a rebranding process. The case focuses on Formexa, a precision manufacturing company in Indonesia that rebranded from its former identity, Altro, in mid-2024. Despite internal alignment on the new brand direction, external findings revealed a decline in retained clients and weak awareness among long-standing clients in the pharmaceutical sector. Using a qualitative single case study design, data were collected through semi-structured interviews with internal stakeholders and clients from pharmaceutical firms such as PT PHMR, PT OTP, and PT IFN. Thematic analysis revealed that communication during the transition lacked consistency, failed to engage client in the early stage of the buyer journey, and relied heavily on informal channels such as exhibitions or verbal updates by sales teams. These gaps led to limited brand recognition and minimal brand recall, particularly among key retained clients. The study concludes that structured and consistent communication, delivered across multiple touchpoints, is essential to rebuild awareness and retain brand trust in post-rebranding B2B environments. Thus, research contributes to the B2B branding literature by highlighting how communication strategy acts as a key determinant of awareness during identity transformation in manufacturing firm.

Analysis of Key Indicators for Reach, Act, Convert, and Engage (RACE) in Social Media Platforms for B2B Companies in Indonesia Using the AHP Method

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B2B marketing involves the sale of products or services between companies, utilizing strategies at the corporate level. In this context, information plays a critical role and has evolved to adapt to modern times. Digital Marketing Communication leverages the latest technology to deliver integrated, efficient, and measurable communication, aiming to build strong relationships with customers. This study aims to analyze and provide recommendations for social media marketing strategies within a B2B company, focusing on selecting the most suitable social media platform for digital marketing activities. The approach centers on the use of the Analytical Hierarchy Process (AHP) method, which is applied to determine the most influential criteria in social media marketing. Key criteria such as reach, act, convert, engage are identified through surveys and interviews with digital marketing experts. The AHP analysis provides a structured approach to evaluating different social media platforms and strategies, helping companies make informed decisions about which platforms will be most effective. The results indicate that the AHP method can yield effective and efficient strategic recommendations for managing social media marketing activities, ultimately reducing the company’s marketing costs. These recommendations are expected to guide B2B companies in optimizing their social media marketing campaigns in the future.