On article Part 1, we have discussed how momentum is always found in the business calendar and that business owner cleverly escalate their businesses during the momentum. Ramadan and Eid Al-Fitr which just went by are the momentum when business and brand can express the responses to get highest achievement. The first response is brand awareness to improve competitiveness. The following responses are elaborated here. Some other responses brand can widen its potential benefits:

 

 

2. Brand as Market Expansion Media

 

"Business momentum can serve as an opportunity to expand the market. The brand is the business power to articulate themselves and  to communicate effectively to target consumers."

 

Market expansion is one of the benefits that business people are interested in facing momentum. In general, the momentum of business increase in demand occurs thoroughly. Target consumers today are proactive in meeting needs, as well as in recognizing the variety of businesses that provide those need fulfilments. Therefore, business momentum can serve as an opportunity to expand the market. In this context, the brand can be understood as the way businesses articulate themselves and communicate effectively to target consumers. For that, the success of market expansion will be largely determined by the business power in precisely and effectively communicating with the consumers. Thus, the brand can perform its role optimally in hooking new consumer targets.

3. Brand as Added Value

 

"Consumers have no doubt to buy products with higher prices than other similar products due to the brand factor."

 

A healthy and confident competition no longer sees the price game as a strategy. In addition, today's consumers are also increasingly observant and critical. Consumers have no doubt to buy products with higher prices than other similar products due to the brand factor. This happens when consumers get products with promising quality, can understand clear benefits, get friendly service, and can easily access and memorize identity to experience satisfactory.

 

This is the biggest role of the brand in ensuring the continuity and endurance of the business as well as one value added margin on the price. In playing this role, the brand is the business itself. It’s all about how business models operate, how businesses can be recognized and loved, and how consumers can gain experience. In other words, formulating a brand strategy is formulating the business strategy to win the momentum of the business that take place.

4. Momentum and Brand Refreshment

 

"Businesses can do reason-to-buy mapping of consumers, because the reason for purchasing is the allure of business to consumers. This allure is at once a business differentiation that can be developed as a key idea of brand."

 

Business momentum can also be a momentum of evaluation and business reflection while preparing for brand refreshment. This can be done with attention to the dynamics of demand and supply movements that occur during momentum. Internally, businesses can do reason-to-buy mapping of consumers, because the reason for purchasing is the allure of business to consumers. This allure is at once a business differentiation that can be developed as a key idea of brand. In addition, externally, businesses can map competitors' movements and trends. Both internal and external are important factors in determining and developing more effective business and marketing strategies to a more mature business process in the future.

Those are four of several brand roles in responding to business momentum. Although the momentum of Ramadan and Eid has over, there is no late in making the evaluation records and preparing to win the next momentum since the business momentum does not last just once. Even as business people, we can create our own unique momentum.