Analisis Kekuatan Brand Association dari Token HARA dalam Komunitas Telegram

Indonesia has one of the most promising agricultural assets in the world with its vast and seemingly endless acres of lands and crops and also its richly diverse varieties of harvestable vegetation. HARA is one of few startup companies that its best interest is to contribute to the maximization of the industry’s full potential. Using blockchain technology, PT Agri Tekno Karya attempts to create an ecosystem of data exchange which consists of data providers, data qualifiers, data buyers, and value-added services, to help farmers gain more capital, provide agricultural data for governments and financial institutions, empower locals, and many more. Moreover, the company also issues their own cryptocurrency, the HARA Token (HART) through local crypto asset exchanges. This particular point in the business process is crucial for fueling the company’s equity. Thus, it is imperative to create a strategic marketing endeavors towards crypto traders to get them to contribute to the cause. The company-run Telegram group of HARA Community which holds numerous crypto traders from around the world, is one of the critical points of the decision-making process for potential token buyers. However, the improvement team have identified an issue in the operation of the Telegram group which is how the admins or the company’s representative persons are not yet equipped with a Standard Operating Prochedure to run the Telegram group. The improvement team also refers to Keller’s theory which says that one of the aspects that builds Brand Equity is Brand Association. The team focuses on how to build the Non-Functional Brand Associations which are social image, trustworthiness, perceived value, and differentiation. These aspects are built through the SOP that governs how the Telegram admins communicate to the group members by implying those points to the audience. In conclusion, this particular improvement project attempts to improve the potential token buyer’s Non-Functional Brand Associations by creating a standardized procedure for the Telegram admins that in return will gain a leverage for the potential token buyers to trust the product (HART) even more.