PROGRAM RE-BRANDING SEBAGAI SARANA PENCIPTAAN BRAND AWARENESS PADA PRODUK UMKM PKK KELURAHAN SEDATI GEDE

Abstract

The Department of Cooperatives and SMEs (Small and Medium Enterprises) of East Java is determined to enhance the competitiveness of the economy through the growth of Micro, Small, and Medium Enterprises (MSMEs). One of the efforts is realized at the village level, particularly in the Sedati Gede Village, Sidoarjo District, through the establishment of MSMEs under the village's guidance. However, challenges have emerged related to the lack of community interest in these MSME products, most of which are only sold during village events. In order to address this issue, IT Telkom Surabaya also provides a solution through a re-branding program. The main objective is to increase brand awareness for the MSMEs affiliated with PKK Sedati Gede. Through this community service, socialization is conducted on branding concepts and new innovations, including changing the name of MSMEs from PKK Sedati Gede to UMKM Sekar Langit, modifying the logos of three MSME products, and refining the packaging design of the MSME products. With this community service, it is hoped that the competitiveness of MSMEs can be improved, thereby increasing the income they generate. In future community service initiatives, it is expected to add value to other aspects such as finance, operations, or human resource management.