UMG Brand Manual

BRAND COMMUNICATION STRATEGY #03

INTERNAL DEVELOPMENT

INTEGRATED CORPORATE
ENGAGEMENT

Building engagement within team & other individual
outside the corporate to gain knowledge while at the

same time building corporate brand equity.

CORPORATE STAKEHOLDER CSR CORPORATE
COMMUNICATION ENGAGEMENT EVENTS

• Advertising (print, • Employee Actively participate in • Anniversaries
electronic, online, engagement initiatives that create • Exhibition/ trade fair
outdoor) values for business and • Job fair
• Relevant industries benefits the society in • Seminars/ workshops
• Paid earned publicity the area of: • Business Awards
(corp. news) • Related Government
bodies • Environment
• Website other digital • Philanthropy
channel • Ethical labor

• Corp. audio/video/ practices
print materials

• Corporate
sponsorhips

• Speaking platforms

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EXTERNAL
COMMUNICATION
DEVELOPMENT

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BRAND COMMUNICATION STRATEGY #01

EXTERNAL DEVELOPMENT

To install a positive perception of the UMG-ian for being
a special character and persona, that is an attitude of
personality trait : sincere, reliable, hardworking, intelligent,
tough. All package summarized by one key message:

“ In every UMG-ians there is always
an attitude of perseverance. To
always set the standard high, doing
a continuous effort and creating
better result.”

Brand perception and equity growth need to be measured
and processed annually. Such a process can be derived from
questioners to all UMG’s clients and partners worldwide.
Brand personality traits also should be exercised among
stakeholders. Brand Unit Division will facilitate and play the
role as corporate brand management.

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BRAND COMMUNICATION STRATEGY #02

EXTERNAL DEVELOPMENT

Mainstream campaign from all platform should also introduce to reach more
audience and gain stronger perception.
Tactical theme (based on grand communication strategy) and how the message
should be convey will be discuss and organize during corporate annual meeting.

BRAND TOUCHPOINT

Brand Touhcpoint credit by GambaranBrand UMG Brand Manual

54

CHAPTER 04

ACTION PLAN
MATRIX

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BRAND DEVELOPMENT
ECOSYSTEM

Every stakeholder must and has to contribute to brand building process. The
process consists both internal and external approach that may diðer from one
to another.
The process and technical implementation may change according to current
situation at the time. The brand unit team will manage and maintain the
communication process within each entity.

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ENTITY INTERNAL EXTERNAL KPI

BOD 1. Participate in value sharing 1. Participate as guest speaker • Participants
activities as part of brand in local and international attendance in
building activation. Activities forum. Disseminate and every activities
can be designed by brand share UMG’s values and new
unit and/or based on paradigm. Actively conduct • Brand related
corporate/ business unit perception building process policies making
initiation: that has to be generated
annually. • Participation
• Monthly/bi-monthly in national and
gathering 2. To share motivation on international
nationalism using brand brand building
• E-newsletters as point of interest. Special activities
task force to generate (movement,
• Creative activation such issues on national branding speaker, forum)
as : 4 eyes only (one may be required.
person chance to meet up • Individual or
with BOD in private forum. • Blogs corporate brand
One per month only.) recognition
• E-Newspaper/magazine through various
• Quotes of the week publication
• Conventional publication both digital and
2. Support brand building conventional.
related policies that are • Event and movement
initiate by corporate and/or
business units.

CORPORATE To do all Human Resource To support strategic campaign • Activities and
HR Development Practices to in all external communication policies on brand
leverage UMG human capital medium used by Corporate related issues.
as stated in internal brand HR in relation with Human
strategy. Yearly program should Resources activities • GCG in Human
be initiate based on UMG Management
brand ambassador campaign category
guideline.

CORPORATE To work and support all aspects To avoid all necessary action • BU’s initiative
FINANCE of brand development initiative that may jeopardize brand brand program
by Business Unit with caution corporate image especially in
and mutual understanding. financial rules and regulation • GCG in financial
compliance. category

CORPORATE To assist with technological To continue striving for the • Reliable IT
IT advance support system to best support system that will backbone team
all stakeholders in order to help the continuation of brand
maintain corporate brand development process. • New ideas on
perception. the latest IT
development

CORPORATE To assist all administrative, To maintain strong network • supplier
GA logistics and other general and brand perception building recommendation
brand related issues. towards suppliers and
partners. • Logistics and
supplies availability

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ENTITY INTERNAL EXTERNAL KPI

BRAND 1. To initiate, assist and manage 1. To initiate and manage UMG • Corporate and
UNIT all brand building activities annual brand campaign: BU’s brand
from every stakeholder. activation
• creative ideation programs
• Timeline, schedule and
PIC • design and creative • Branding
development educational effort
• Support in providing
creative works and • media planning and • Corporate brand
material designs. buying awareness
campaign
• Brand activation 2. To develop various network
guidelines and and opportunity that leads • Corporate
consultancy into brand perception attitude changing
building. towards brand
• Brand activation efficiency understanding
analysis

2. To initiate continuous brand
building activities that
enhance corporate brand
behavior.

• seminars

• workshops c. lectures

• publication

BUSINESS 1. Initiate internal brand 1. Initiate brand campaign • brand building
UNIT building program to and strategy to become programs
strengthen brand presence in prominent player and top of
the industry mind. • Participation
in national and
2. To update current 2. To share motivation on international
competition and industry nationalism using brand brand activity
benchmarking as point of interest. Special within the
task force to generate industry
3. To work will all units and issues on industry branding (movement,
share all available data to may be required. speaker, forum)
align brand unit strategy
with UMG corporate brand • Blogs • Individual or
strategy corporate brand
• E-Newspaper/magazine recognition
through various
• Conventional publication publication
both digital and
• Event and movement conventional.

Each entity will play specific roles in brand building process. Open Mind will
manage, measure, review and responsible to maintain the brand growth
annually

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BRAND
EVALUATION

Brand perception and equity
growth need to be measured
and processed annually. Such
a process can be derived from
questionnaires to all UMG’s clients
and partners worldwide.
Brand personality traits are also
exercised among stakeholders.
Brand Unit Division will facilitate
and play as corporate brand
management.

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CHAPTER 05

UMG CORPORATE

GRAPHIC
STANDARD

MANUAL

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