Socialization of Product Rebranding to Improve Understanding Among MSME Actors in Gebang Putih Village
DOI:
10.29303/ujcs.v6i3.1131Published:
2025-09-30Issue:
Vol. 6 No. 3 (2025): SeptemberKeywords:
MSME, Rebranding, Socialization, Marketing Strategy, Brand IdentityArticles
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Abstract
Rebranding is a crucial strategy for Micro, Small, and Medium Enterprises (MSMEs) to strengthen product identity and make it more relevant to modern market demands. However, many MSME actors still lack a comprehensive understanding of rebranding concepts and benefits, particularly in terms of visual identity, brand communication, and digital marketing utilization. This community service activity aimed to improve MSME players' understanding in Gebang Putih Subdistrict through a socialization program conducted by students of the KKNT Bela Negara SDGs team from Universitas Pembangunan Nasional Veteran Jawa Timur. The method consisted of three main stages: observation, interactive socialization, and evaluation. The results showed that the socialization was effective in raising awareness and motivation among MSME actors regarding the importance of rebranding. Several business owners began implementing changes in their marketing strategies, such as using social media, strengthening visual branding, and applying product storytelling. However, the implementation still faced technical limitations and resource constraints. Thus, the socialization served as an essential initial step, but requires follow-up training and support to ensure sustainable and optimal rebranding practices.
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Author Biographies
Dwi Syerli Inda Rahmawati, Business Administration, Faculty of Social, Cultural and Political Sciences, UPN Veteran Jawa Timur, Surabaya, Indonesia
Gideon Setyo Budiwitjaksono, Accounting, Faculty of Economics and Business, UPN Veteran Jawa Timur, Surabaya, Indonesia
Fiorara Gustie, Agrotechnology, Faculty of Agriculture, UPN Veteran Jawa Timur, Surabaya, Indonesia
Noviyanti Pusvita, Development Economics, Faculty of Economics and Business, UPN Veteran Jawa Timur, Surabaya, Indonesia
Aulia Friya Rahana Dewi, Business Administration, Faculty of Social, Cultural and Political Sciences, UPN Veteran Jawa Timur, Surabaya, Indonesia
Rio Alghaniy Putra, Information System, Faculty of Computer Science, UPN Veteran Jawa Timur, Surabaya, Indonesia
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Copyright (c) 2025 Dwi Syerli Inda Rahmawati, Gideon Setyo Budiwitjaksono, Fiorara Gustie, Noviyanti Pusvita, Aulia Friya Rahana Dewi, Rio Alghaniy Putra
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