Building Premium Brand Image through Value-Based Branding: Evidence from an Ethical Civet Coffee Agritourism Enterprise
Membangun Citra Merek Premium melalui Branding Berbasis Nilai: Bukti dari Perusahaan Agrowisata Kopi Luwak yang Etis
DOI:
https://doi.org/10.21070/jk0za672Keywords:
Branding Strategy, Premium Brand Image, Civet Coffee, Agritourism, Animal WelfareAbstract
General Background Building a strong brand image is typically associated with heavy promotional investments, extensive digital marketing, and mass-market distribution. Specific Background Conversely, Kopi Luwak Cikole operates an ethical civet coffee agritourism business in Lembang, Indonesia, commanding premium prices and retaining loyal international buyers from over 55 countries despite intentionally avoiding mass-market e-commerce platforms and limiting its social media presence. Knowledge Gap Research concerning how small-scale agritourism enterprises establish premium equity through core values, authenticity, and supply constraints rather than heavy promotion remains scarce in the literature. Aims This study investigates the value-based branding strategy employed by Kopi Luwak Cikole and analyzes the underlying mechanisms driving its premium brand image. Results Findings reveal that the brand image is constructed through four interlocking pillars: science-based production credibility, certified animal welfare transparency, organic word-of-mouth promotion, and deliberate supply scarcity. Novelty This research demonstrates that an enterprise can achieve brand equity by rejecting conventional mass distribution and leveraging ethical production as a signal of quality. Implications These insights offer a replicable value-based branding model for niche agritourism operators with limited promotional budgets who rely on verifiable operational integrity.
Highlights:
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The enterprise maintains premium positioning through four interlocking pillars: science-based production credibility, certified animal welfare transparency, organic word-of-mouth promotion, and deliberate supply scarcity.
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Operational practices deliberately eschew mass-market e-commerce and intensive advertising in favor of verified authenticity and strict supply limitations.
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The formulated value-based branding framework offers an alternative strategic model for niche agritourism businesses seeking international customer retention.
Keywords: Branding Strategy, Premium Brand Image, Civet Coffee, Agritourism, Animal Welfare
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