ANALISIS EFEKTIVITAS PELATIHAN REBRANDING DALAM MENINGKATKAN PEMAHAMAN MEREK PADA INDUSTRI KERAJINAN JAWA TIMUR
DOI:
https://doi.org/10.36257/apts.v7i1.8509Kata Kunci:
brand awareness, IKM, pelatihan, rebrandingAbstrak
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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