Mendorong Kesadaran Membangun Merek Melalui Pelatihan Bagi Pelaku UMKM Di Kota Depok, Jawa Barat
Andi Muhammad Sadat, M. Edo Suryawan Siregar, Sholikhah, Basrah Saidani

Fakultas Ekonomi Universitas Negeri Jakarta

Abstract

One form of higher education participation in the community is increasing knowledge through the teaching process. Besides improving insight, this activity can also change people^s perspectives. Brand management training targeting SMEs (Small and Medium Enterprises) in Depok City, West Java, is expected to increase knowledge and change the perspective of SME actors about the importance of building a brand for a product. The number of MSME actors in Depok City has reached 2,385 (Republika, 2019). It is estimated to be able to contribute significantly to the community^s economy, so it must continue to be developed. Good knowledge of relevant brands according to their business field can undoubtedly increase their competitiveness. Through brand management training, MSME players can understand the concept and build a market-oriented brand strategy to create competitiveness and business continuity.

Keywords: Brand Building Strategy, SMEs, Business competitiveness

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