Sosialisasi Pemberdayaan Masyarakat Mengenai Strategi Branding untuk Meningkatkan Pemasaran UMKM Produk Lokal di Desa Kaliwlingi

Abstract

This community service activity illustrates the socialization efforts of community empowerment in Kaliwlingi Village, Brebes District, Brebes Regency, related to the implementation of branding strategies to increase the marketing of Micro, Small and Medium Enterprises (MSMEs) of local products. This research was conducted in response to problems related to the lack of understanding and implementation of branding strategies among MSME actors, which has affected the competitiveness of local products. The service method involves workshops, material delivery, and interactive consultation sessions to MSME actors. The main focus is to empower them to understand the importance of product identity and a strong image in increasing product appeal in the local market. The implementation of branding strategies is emphasized through a participatory approach, ensuring active community involvement in every stage of socialization. The results of the service showed a significant increase in the understanding of MSME actors related to branding and marketing strategies. Local products experience increased competitiveness through the formation of stronger identities and positive responses from consumers. In addition, community empowerment also increases the creativity of MSME players in developing products, opening up new opportunities in the local market. This research contributes positively to the local economy of Kaliwlingi Village by increasing the sales turnover of MSMEs. In addition, the successful implementation of branding strategies also creates an environment that supports sustainable growth for MSME players in the future. This result is expected to be a reference for similar efforts in empowering MSMEs in rural areas to face the challenges of marketing local products.