Penguatan Produk UMKM “Kampung Patin” Melalui Branding Komunikasi

Abstract

Micro, Small and Medium Enterprises business people still focus on trading and forget about branding, this can be caused by ignorance, or the closed nature of business people about new ideas and feeling quickly satisfied. In marketing communications, one of the functions of branding is as a means of instilling a positive image in the minds of consumers, so it needs to be understood by business people, because product branding is one of the important points so that MSME products will always be remembered by the public or consumers for a long time. UMKM Kampung Patin which is in Kampar district is engaged in cultivating catfish and processing various foods from catfish. This business actor has started his business since 2003, but in the current business process, the obstacles and obstacles faced by UMKM Kampung Patin in Improving business capabilities is very complex and includes various aspects, one of which is the lack of branding capabilities in introducing products to consumers. The methods used in this service activity are observation, interviews, discussions and lectures, where the implementing team and business actors conduct dialogue discussing the communication branding of MSMEs in Patin Village. The result of this activity is that strengthening the products of Micro, Small and Medium Enterprises can help the process of business actors in increasing the existence of MSMEs in Patin Village by creating product branding for the purpose of developing and promoting products as well as building community brand awareness of products. So that the public and potential consumers are more familiar and aware of the brands that are produced by MSMEs in Kampung Patin compared to other business actors.