The Superpower of a Superbrand: Advertising, Social Media, Marketing, Public Relations, and Event Strategies in Shaping Brand Image in Oppo Indonesia

Abstract

In Indonesia's competitive smartphone market, many brands struggle to optimize marketing tools effectively and fail to identify the right target market, leading to missed growth opportunities. A strong brand image is crucial for shaping public perception and aligning with consumer expectations. This paper examines OPPO's marketing strategies, emphasizing its advertising, social media engagement, marketing public relations (MPR), and event experiences as key elements in building a compelling brand image. Using a qualitative case study approach, the research includes in-depth interviews with three stakeholders at OPPO Indonesia and two marketing and PR experts to evaluate the effectiveness of these strategies. The results reveal that marketing communication strategies must be enhanced with creative content that emotionally engages audiences. This study introduces a new perspective on how brands can leverage their community to actively participate in shaping the brand narrative and building stronger connections with consumers. The research highlights that a positive brand image is vital for targeting the right markets, leading to improved sales performance and market share. The insights from this study offer valuable guidance for marketing professionals seeking to develop effective communication strategies to build and sustain brand equity in the dynamic smartphone market.