Brand Building and Marketing Communication Perception in Building Wardah's Brand Personality in Indonesia

Abstract

This study aims to analyze the role of marketing communication perceptions in the brand building process and the formation of brand personality of Wardah, a halal cosmetic brand in Indonesia. Increasing competition in the cosmetic industry requires brands to deliver not only functional benefits but also symbolic identity and emotional engagement with consumers. This study adopts a conceptual approach through a literature review and theoretical analysis of brand personality, marketing communication perception, and integrated marketing communication (IMC). The theoretical framework is based on Aaker’s brand personality concept, focusing on the dimensions of sincerity and competence, which align with Wardah’s positioning as a local halal cosmetic brand. The analysis indicates that consistent and integrated marketing communication aligned with religious and local cultural values shapes positive consumer perceptions. These perceptions contribute significantly to the formation of Wardah’s brand personality as a sincere, trustworthy, and competent brand. This study emphasizes that brand building is a long-term relational process that extends beyond promotional activities toward the creation of meaning, identity, and emotional attachment between brands and consumers. Theoretically, this research expands brand personality studies within the context of local halal cosmetic brands in Indonesia.