Nowadays, digital transformation does not only depend on technology adoption to be used but also to transform the strategy and process to accelerate in generating value outcomes for the business. Digital transformation incorporates enterprise-wide changes that require innovation in organizational, business models and processes using cloud services along with at least business analytics, enterprise mobility or social technologies [1]. Recently, there are some changes in buying behavior of worldwide organizations, such as businesses are shifting the Digital Transformation (DX) to Digital Business (DB). Therefore, organizations in the world need to have engagements with professional services to help them in accelerating the shift. Even though the digital transformation in the world is only the beginning, the penetration of digital technologies and platforms among businesses in Indonesia is high [2]. The crisis of the COVID-19 pandemic, regulators’ support and education programs have made impacts in building a workforce with digital skills to increase competitiveness in a sense of urgency.

XYZ Company is one of the multinational consulting companies that run in Indonesia country. This company has five business segments, one of which is consulting segment, which focused on consultancy services regarding business and technology strategy. However, this consulting segment was rebranded into XYZ Consulting to reflect the actual services in its name. Based on the annual report of XYZ Company in Indonesia, revenue from consulting segment in 2021 is lower than the other two main segments. Furthermore, based on the country and sales leader of this company, there is a potential indication that many businesses in Indonesia are still unaware of this company’s brand and its capability. Therefore, this study is to understand the current perception of decision-makers in enterprises toward XYZ Consulting and strengthen its brand with some input from the leaders on how they want to position it by leveraging its brand equity. In addition, this research also captures the factors that impact the decision-makers of enterprises in Indonesia in selecting the consulting company and which promotion mix can contribute to smoothening the message.

In terms of resolving the research questions explained in the Introduction, the conceptual  framework continues by analyzing  the  external  and  internal  environments. In the external   environment  analysis,   PESTEL   framework, Porter’s Five Forces and competitor analysis are utilized. The PESTEL framework is to understand the macroeconomic condition   in   identifying   the   opportunities   and threats as the border to build any further strategy [3]. Every  company  that  continuously  analyzes  the external factor may be able to leverage the opportunities  and  mitigate  the  threats [4].  According to  Thompson  et  al. [3],  Porter’s  Five  Forces  is  the most powerful tool and is commonly used by wide markets to diagnose competitive pressures from outside of the company and the competitor analysis also contributes to understanding the condition and competitive environment of the current market to develop effective strategies to differentiate from others.

The internal environment analysis includes STP (Segmentation, Targeting, Positioning) and VRIO analysis. The STP analysis is to understand the customers  better  by  identifying  the  market  segment the company wants to pursue, which segment the company  targets  and  how  the  company wants to be perceived by the customers in the target segment [5]. According to Rothaermel [4], the VRIO analysis is to reflect the company’s condition of its competitive advantages. the company's internal organization is the means through which resources can be converted into a competitive advantage [6].

The result of the external and internal analysis will be mapped into the SWOT analysis. The author will focus on brand equity as the essential identity to position XYZ Consulting in the customers’ mindsets. This positioning needs  clear  target  customers  or  audiences  to  deliver the right message in the right way and an eligible spokesperson to deliver it. Therefore, those concerns would be supported by the formulation of the Integrated Marketing Communication (IMC) strategy using the promotion mix consisting of advertising, personal selling, public relations, direct and digital marketing and sales promotion by Kotler and Armstrong [5]. The basic model for brand equity is shown in Figure 1, meanwhile, the conceptual framework of this research is illustrated in Figure 2.

This research gathers primary and secondary data. The primary data is acquired by conducting the research in two stages, which are exploratory and confirmatory research with qualitative research. The exploratory research is for exploring and understanding the nature of the current problem as the preliminary step. The utilization of exploratory research can serve as a suitable method to start investigating a phenomenon related to the context in which limited prior research has been undertaken and establish a foundation for further exploration [7]. Meanwhile, confirmatory research is to discover that the facts support the theory. The techniques to conduct the exploratory research involve  unstructured and semi-structured interviews. The researcher conducts confirmatory research using in-depth interviews to validate the facts supporting the theory. The illustration details of the research method are shown in Figure 3.

Within the context of exploratory research, the researcher divides the sample group into three categories, namely    internal   stakeholders,   existing   customers   and 

Figure 1: Aaker’s Brand Equity Conceptual Model [8]

Figure 2: Conceptual Framework

Figure 3: Primary Data Collection Method

non-customers. The initial method involves conducting an experiential survey among a specific cohort of individuals who possess significant expertise which is selected carefully, such as top executives. The purpose of this method is to support the formulation of the problem rather than to acquire conclusive evidence. In addition, the researcher uses two techniques, which are the unstructured interview and semi-structured interview, in conducting this method.

The unstructured interview is tailored to the specific circumstances and environment, with the aim of creating a comfortable and non-judgmental atmosphere [9]. Therefore, the researcher needs to develop, adapt and generate follow-up questions based on the interviewees’ answers reflecting the research purpose. In this technique, the researcher gives a topic at the start of the interview. The total of respondents in this sample group is four executives in the company, such as country leader, sales leader, delivery leader and corporate communications leader. Meanwhile, in terms of the semi-structured interview technique, it was conducted because there was a newly appointed marketing and communications leader. The questions were built based on the answer patterns from previous respondents. Therefore, the total number of respondents became five executives.

Furthermore, the profiles of the second and third sample groups, comprising both existing customers and non-customers, have been chosen based on their roles as decision-makers in the selection of a third-party consultancy service. The sole distinction between the two lies in the presence or absence of pre-existing clients. The researcher does not initially restrict the target customer base but rather seeks to identify potential opportunities that may confer advantages to the company.

In confirmatory research, this stage can mitigate the risk of beginning research with deficient, erroneous or deceptive research objectives [10]. In this stage, the researcher has more understanding of the current phenomenon, so this stage will find out whether the facts support the theory [11]. The in-depth interview technique will be used to conduct this stage. Zikmund and Carr [10] explained that an in-depth interview is a one-on-one interview in which the interviewer asks questions with probing questions for additional elaboration. The sample group for this stage is from existing customers and non-customers as well. The existing and non-customers groups consist of several previous respondents and new respondents. In addition, there is also an in-depth interview with the marketing communication expert to understand the point of view based on the expertise and experiences in the marketing communication field to sharpen the direction of the IMC plan for this study.

In this study, the primary data is analyzed by using the Grounded Theory to create or find theory using open and axial coding [12]. The key characteristic in conducting this method is the iterative data collection and analysis simultaneously. In the exploratory stage, the total respondents of internal stakeholders are five executives, meanwhile from the external stakeholders, there are 10 people. Based  on  the  qualitative study in this exploratory stage, only three out of ten external stakeholder respondents have heard the name “XYZ Consulting”. They are unaware of what XYZ Consulting is and create a question of whether XYZ has consulting services or XYZ rebranded to XYZ Consulting. By hearing the word “XYZ Consulting” brand, some other respondents perceived it as IT consultants that help businesses to implement and use XYZ products. However, due to the qualitative research of internal stakeholders’ interviews, the country leader and delivery team leader want to bring XYZ Consulting   as   the   services   for   consultancy   in  creating 

Figure 4: Brand Equity of Consulting Company

Table 1: Perception of XYZ Consulting

values continuously and together with the full package from strategy until the technology implementation phase using the unique method of work. As a result, the existing and non-customers respondents are strongly attached to XYZ’s brand as the parent brand. Therefore, XYZ Consulting has quite drifted away from the actual role of its brand and capability (Table 1).

In addition, the respondents' feedbacks indicate that the selection of a consulting company is heavily influenced by the perceived quality of its components. These components include a portfolio of projects that are relevant to the client's needs and industry, the alignment of the company's offerings with the client's requirements and the overall demonstrated performance of the company. In the event that individuals lack knowledge of a particular consulting company, they may seek guidance from the internal business unit, particularly the procurement and supply chain department or leverage their personal network of acquaintances. Moreover, individuals typically conduct a Google search to identify the optimal consulting company that caters to their particular requirements. Consequently, the presence of digital media on the internet is significantly important, as it can be accessed through an internet connection. The act of sharing knowledge on relevant issues or trends can serve as a means of promoting the consulting company's brand awareness. Nevertheless, certain participants held the belief that globally recognized brands are associated with high costs, thereby leading to their exclusion from the procurement process.

Furthermore, other dimensions have been identified to bolster the brand equity of a consulting company, namely brand image, reputation, price and trustworthiness. The manifestation of brand image is demonstrated through the societal contributions made by consulting companies, which may include the dissemination of knowledge via social media, participation in events or collaborative partnerships. The personal branding of a consulting company is attributed to the expertise, behavior and leadership of each of its individual resources. The reputation of the company is contingent upon its corporate communication efforts. Moreover, the pricing factor is a crucial dimension in the selection of a consulting company, as businesses are constrained by the initial investment funds available. Trustworthiness is an essential factor as businesses establish a relationship with consulting companies to seek assistance in addressing their issues and meeting their requirements. The consulting company is expected to fulfill certain obligations by the businesses upon selection, as outlined in Table 2. Meanwhile, Figure 4 illustrates a new model for brand equity in selecting a company consisting of additional dimensions.

One of the key findings from the qualitative study of the confirmatory stage is that XYZ Consulting has strong personal selling due to its expertise in explaining this company’s capabilities in resolving its problems. However, some respondents said that they felt low engagement from the sales team in digging deeper into their current situation and potential needs. In addition, the   respondents   from  existing  customers  said  that  the delivery team and leaders who work on the project together, introduce themselves as XYZ Consulting. In terms of advertising, the respondents explained they found about XYZ Consulting  from  job  offerings  and  posts  by global account on LinkedIn social media. The content in the posts is about study cases outside of Indonesia and the story of partnerships with other big companies.

Some respondents also found information about XYZ Consulting from the LinkedIn accounts of the leaders. The content in the posts consists of the daily work life of the leaders, appreciation of another key leader and project wins. However, this project wins content is about the project of technology implementation but no further explanation about its technology. This causes confusion to the target audiences who have no IT backgrounds. They might not understand and miss the opportunity to get the knowledge of its particular technology somehow can  help

Table 2: Brand Equity Dimension for Selecting Consulting Company from Respondents                                                                                           

Table 3: Promotion Mix for Integrated Marketing Communications

to resolve their existing problems. It also goes the same way for XYZ Consulting, that they might lose its potential customers. Furthermore, some respondents who have no idea whom they will invite to the open tender in offering the solutions for existing problems will simply search on Google. Therefore, SEO is also important as the bridge for potential customers to find XYZ Consulting. All of the findings are illustrated in Figure 5.

Furthermore, the interview for marketing communication is conducted in the confirmatory stage. As per the experience, the prevailing tendency in marketing communication is currently inclined towards micro-content, rather than longer messages, with a greater emphasis on shorter and more captivating videos. Despite the prevalence of digital technology, it is noteworthy that marketing communication for businesses can still be initiated through physical means. Nevertheless, it is crucial that an important element is incorporated to entice the viewers to transition into digital platforms, for instance, by implementing QR Code technology in those physical means. Furthermore, the utilization of AI technology is expected to enhance the field of marketing communications in the future. It is imperative for marketing and communication professionals, as well as content creators, to incorporate this technology into their practices in order to avoid being left behind. 

In addition, influencer marketing has become a well-established strategy utilized by companies in their pursuit of expanding their online footprint in the current business management [13]. Digital influencers have become a significant factor in contemporary business operations due to their extensive online reach and capacity to sway the purchasing choices of their audiences. In contemporary discourse, influencers are perceived as pioneers in the forthcoming evolution of the creative agency. According to a report published by TopRank Marketing, more than 50% of the B2B brands that were surveyed in 2022 consider influencer collaboration in content creation and event participation as the most efficacious tool for achieving success [13].

Based on the findings from the qualitative study with existing and potential customers and combined with the internal stakeholders' point of view, the promotion mix that can be formalized is shown in the Table 3.

Figure 5: Mind Map of All Findings

Based on the conducted research in this study, the first finding is that the awareness of XYZ Consulting brand is still low in the mindset of decision-makers when selecting a consulting company related to business strategy for value creation. However, the parent brand name of XYZ is still really strong and represents a giant technology company. Therefore, the effect of introducing a new brand under this parent brand name is not quite optimal. Their familiarity with the company is primarily limited to XYZ products and they only approach when they require related to its products.

The second finding is that most respondents are influenced by the perceived quality of brand equity in selecting the consulting company, such as the portfolio of relevant projects, alignment of the offerings with requirements and overall performance. The high level of brand awareness is likely to facilitate prospective clients in extending an invitation to the consulting firm for a competitive bidding process or a proposal presentation. Brand loyalty can be influenced by recommendations from internal business units and networks, which can serve as an invitation to remain loyal to a particular brand. The respondents hold distinct associations with both well-known and less well-known brands. Specifically, the service of well-known brands is commonly perceived as expensive, whereas the less well-known brands are often associated with lower prices but inferior quality. 

The last finding is that the promotion mix from XYZ Consulting in Indonesia is less exposed to the decision-makers as respondents in this study. One of the feedback items is that the branding is brought by leaders' accounts. However, the information is more related to the personal branding of other key leaders and project wins of technology implementation which has fewer information appeals of its technology. This causes confusion to the target audiences who have no IT backgrounds, they might not understand and miss the opportunity to get the knowledge of its particular technology that somehow can help to resolve their existing problems. It also applies the same way for XYZ Consulting, that they might lose its potential customers. In addition, marketing communication expert recommends adopting AI technology in marketing communication efforts. Businesses should more focus on digging into the problems rather than jumping into the solution. Furthermore, based on the secondary data, influencers also play an important role, not only in business to customers but also in business to business.

It is imperative for the organization to conduct research on the efficacy of the existing procedures for converting prospective customers into actual buyers through personal selling by sales and other stakeholders who execute similar ways. Furthermore, the Net Promoter Score (NPS) may serve as a crucial factor in comprehending the contentment levels of current customers with the overall performance of a project or support phase, from its inception to its conclusion. This concern can facilitate the identification of weaknesses and the evaluation of whether expectations have been met. Moreover, an additional study could be undertaken to evaluate the degree to which the personal branding of leaders in consulting firms shapes the perception of their intended audiences. This study aims to investigate the potential influence of individuals as influencers on the consultancy market in Indonesia. Lastly, the new dimensions in brand equity may potentially influence decision-makers in their selection process. These findings may contribute to the study of service businesses, specifically in the consultancy industry.

Acknowledgment

All praise and gratitude from the author go to Allah swt. for His mercy and grace so that the writer can complete this research. The sincere appreciation to Sonny Rustiadi, M.B.A., Ph.D. as the main counselor, the author’s family members who always support the author and to the editor and reviewers who provide effort in reviewing the manuscript to improve its quality.

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