THE EMPOWERMENT OF SMALL AND MEDIUM ENTERPRISES IN CILEDUG DISTRICT, TANGERANG CITY THROUGH TRAINING ON TRADEMARK

Abstract

This article discusses about the community service held to improve the understanding of the micro, small, and medium entreprises (SMEs) owners towards the existence of trademark. The partners in this program covers SMEs in Ciledug District, Tangerang City, focusing on startup ones. The problems faced by the owners spanned from the difficulty in introducing their products, limited understanding about trademark, about how to build the brand of their products, to the limitation information on how to register their brand for intellectual property rights. Brand can be harnessed to show distinct character between one product to other similar products. However, the branding developed by the enterprises have been conducted modestly. In order to overcome those problems, the community service provided training and assistance regarding the creation and the protection of trademark. The methods used in the program are direct observation on the SMEs management appointed by the Ciledug District Administration, continued with training sessions including meeting, presentation, and mentoring. The instructors explained how the brand is not just a slogan, image or sound since a brand represent philosophical meaning and value. The instructors also explained how a well brand development could be one of prevention measure of any unwanted external counterfeiting activities in the future that will disadvantage the participant SMEs. The understanding on the importance of a good branding development and trademark become the basis for participant SMEs to implement at least six various efforts to increase the awareness of consumers.