PEMASARAN PRODUK UMKM MELALUI STRATEGI BRANDING DI DESA KADACUA KECAM KULISUSU KABUPATEN BUTON UTARA

Abstract

Micro, Small and Medium Enterprises (MSMEs) are economic activities carried out by the majority of Indonesian people as a source of income. Development in MSMEs requires efforts to build a brand image of the MSME business through a product branding strategy. Kadacua Village has two MSME sectors that have the potential to be developed, namely Peyek Mbak Liya MSME and Bagor Kremes MSME. However, based on the results of interviews and observations that have been made, there are still a number of challenges faced by MSMEs in managing their businesses, namely a lack of understanding of the importance of product branding as a marketing strategy, a lack of understanding of the elements included in product branding, such as logos so that the logo becomes less interesting. The implementation phase carried out was branding socialization and logo design creation. With the dissemination of branding and making logo designs, it can make it easier for MSMEs to build product brands with the aim of developing and marketing products and increasing public knowledge about product brand awareness.