PT XYZ'S sponsorship strategy in building a competitive brand in the medical devices sector: A case study of PIN PERDALIN

The healthcare equipment sector in Indonesia is expanding in tandem with technical improvements and rising public awareness of the value of health. PT XYZ, one of the industry's leading enterprises, takes advantage of possibilities to establish a competitive brand by sponsoring the PIN PERDALIN (National Innovation Training of the Indonesian Association of Medical Device Doctors) event. This sponsorship is intended to increase brand awareness, strengthen brand image, and foster brand loyalty among medical professionals. This study used a literature review approach to determine the positive impact of sponsorship on the brand development of PT XYZ, with a particular emphasis on the impact of sponsorship on brand equity. The findings show that by participating in professional medical events such as PIN PERDALIN, PT XYZ successfully boosted its brand image as an innovation leader, presented new goods, and established consumer interactions, potentially increasing brand loyalty. Corporate branding accompanied by sponsorship also helps to improve the company's reputation as a brand that cares about enhancing healthcare service quality rather than merely providing medical equipment. As a result, this study proposes that additional healthcare equipment firms use sponsorship tactics to increase brand equity.