Pengembangan Manajemen Branding Produk Lokal Untuk Mendukung Ekonomi Kreatif Masyarakat Melalui Sosialisasi Terarah
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Abstract
Produk lokal masyarakat sering mengalami kendala dalam pengembangan ekonomi kreatif akibat lemahnya manajemen branding, sehingga produk kurang dikenal dan memiliki nilai jual yang rendah. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mengembangkan manajemen branding produk lokal melalui sosialisasi terarah guna mendukung pertumbuhan ekonomi kreatif masyarakat. Metode yang diterapkan meliputi sosialisasi konsep branding, identitas produk, kemasan, dan strategi promosi, serta pendampingan dalam penerapan branding pada produk lokal. Hasil kegiatan menunjukkan peningkatan pemahaman masyarakat mengenai pentingnya branding dalam membangun citra produk, meningkatkan daya tarik konsumen, serta memperluas jangkauan pemasaran. Penerapan manajemen branding yang lebih terarah mampu meningkatkan nilai tambah produk lokal dan mendorong pertumbuhan ekonomi kreatif masyarakat secara berkelanjutan.
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