BRANDING DESIGN FOR LOCAL CULINARY PRODUCTS, TAMBELANG DISTRICT

Abstract

The community's economy has experienced a major shock due to the prolonged Covid pandemic. Many industries and trade are disrupted due to limited interaction between people. As experienced by partners in this community service program, namely local culinary traders who sell in Tambelang District, Bekasi. A brief analysis shows that partners can leverage branding-related knowledge to improve their business outcomes.  The fried bird traders are aware that to enter the business competition, it is necessary to carry out business processes digitally. The methods used in this activity are the process of growing the knowledge and awareness of culinary merchants, the technology transfer process, and the process of building the motivation of culinary merchants. The branding knowledge in question is in terms of packaging, promotional techniques, product name selection, product marketing skills using social media, etc. Fried bird traders are aware of the strategic importance of digital marketing in their trading business. One of the stages in digital marketing is to design a business branding that is easy for customers to remember. The results of this activity show that the fried bird traders are well aware that their business is limited to the consumer market that comes to the Tambelang region. They want to also expand the market to the Jakarta, Bogor, and Bandung areas using digital marketing methods. They are enthusiastic about learning and preparing technically various purposes for the digitization of the fried bird trading business. They also want to find a branding that appeals to their business.