ANALISIS EFEKTIVITAS PELATIHAN REBRANDING DALAM MENINGKATKAN PEMAHAMAN MEREK PADA INDUSTRI KERAJINAN JAWA TIMUR

Amalia Nur Alifah; Regita Putri Permata; Helisyah Nur Fadhilah; Vivi Indah Rahmawati; Fannisa Egista Naya

doi:10.36257/apts.v7i1.8509

Penulis

Amalia Nur Alifah Institut Teknologi Telkom Surabaya
Regita Putri Permata Telkom University
Helisyah Nur Fadhilah Telkom University
Vivi Indah Rahmawati Telkom University
Fannisa Egista Naya Telkom University

DOI:

https://doi.org/10.36257/apts.v7i1.8509

Kata Kunci:

brand awareness, IKM, pelatihan, rebranding

Abstrak

The Small and Medium Industry (IKM) sector plays a crucial role in the economy, especially in absorbing labor. East Java Handicraft IKM are currently facing major challenges related to product marketing and branding. Rebranding was identified as an important key in increasing brand awareness and facing ever-evolving market dynamics. However, IKM often experience problems with knowledge and skills related to brands. Therefore, rebranding education and training is regarded as a solution to increase the competence of IKM. The objective of this activity is to enhance understanding of rebranding in accordance with brand strategy and create brand awareness through rebranding and brand awareness training. Through preparation, pretest, training, discussion, posttest, data analysis and evaluation methods, the results show that participants understand and master the rebranding strategy after the training. In conclusion, this training activity is effective in increasing understanding and rebranding skills as well as brand awareness for IKM.

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