Nama Perusahaan Legal vs Brand Name
Managing dua identity: nama legal (PT XYZ Tbk) vs brand name (Xyz). Schema, search, dan trademark perspective.
Hampir setiap perusahaan Indonesia punya dua nama: legal 'PT ABC Integrasi Sejahtera' dan brand 'ABC'. Bila tidak di-handle konsisten, Google confuse, customer bingung, dan trademark berisiko.
Scenarios dan solusi
| Scenario | Decision |
|---|---|
| Brand name subset dari legal (PT Witanabe Integrasi Indonesia → Witanabe) | Pakai brand name untuk marketing, legal name untuk kontrak. |
| Brand name completely different (PT ABC → 'Coldplay Fitness') | Pastikan brand trademark tersendiri. Schema alternateName. |
| Multiple brand di bawah 1 PT | Masing-masing brand treated sebagai sub-entity. Schema Organization parent + Brand children. |
| Nama legal ganti tapi brand stay | Update schema legalName. Keep brand alternateName unchanged. |
Schema.org handling
{
"@type": "Organization",
"name": "Witanabe",
"legalName": "PT Witanabe Integrasi Indonesia",
"alternateName": ["Witanabe Indonesia", "WII"]
}
Rule:
- `name` = brand name (yang user tahu)
- `legalName` = full legal entity name
- `alternateName` = variasi brand (singkatan, nama kedua)
Search perspective
User search pattern:
- Brand query: 'Witanabe pompa' — must rank top 1.
- Legal query: 'PT Witanabe Integrasi' — must rank top 3.
- Variations: 'Witanabe Indonesia', 'Witanabe pump distributor' — top 5.
- Disambiguation: 'Witanabe vs [kompetitor]' — top 10 atau content di halaman.
Governance checklist
- Tentukan canonical brand name satu.Dokumen internal, sosialisasi ke semua tim.
- Legal name digunakan di: kontrak, invoice, SIUP, NPWP, schema legalName.Legal document only.
- Brand name digunakan di: marketing, website, sosial.All customer-facing.
- Alternate names listed di schema.Capture search variants.
- GBP: legal name (sesuai kebijakan Google).Unless brand = legal name.
- Wikidata: label = brand name, description mention legal.User-friendly primary.
Trademark
Register brand name ke DJKI (Direktorat Jenderal Kekayaan Intelektual) untuk trademark protection. Legal name tidak otomatis melindungi brand name. Biaya Rp 2-4 juta, proses 18-24 bulan.
