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Implementation of Logo Change on Micro Small Medium Enterprises (MSME) Snack Products as Branding Strategy

In: Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)

Author

Listed:
  • Yully Ambarsih Ekawardhani

    (Universitas Komputer Indonesia)

  • Merlina Fatimah Nasruddin

    (Universitas Komputer Indonesia)

  • Muhammad Na’imulloh Ismina Fasya

    (Universitas Komputer Indonesia)

Abstract

This article emphasizes the implementation of logo changes for a snack product made by a Micro Small Medium Enterprise (MSME) production in Bandung City, named Defaya Potato Chips. Art Based Research (ABR) method is used to obtain experiences related to the existence of MSME products and the shape of the logo that responds to the existence of the product. To obtain potential buyers’ responses to logo changes, a Likert scale method was used. The fact that MSME snack products are very easy to imitate and tend to be vulnerable to having strong characteristics. Changes to the product logo were made to display the value of the spirit of the product owner, a womanpreneur, who seeks to improve the economic quality of the surrounding community. The result is a response to the new logo that displays the characteristic snack chips using the acronym of the founder’s name, aligned with the values of the product. In conclusion, the new logo design embodies the product’s values, and gets positive feedback from potential buyers.

Suggested Citation

  • Yully Ambarsih Ekawardhani & Merlina Fatimah Nasruddin & Muhammad Na’imulloh Ismina Fasya, 2024. "Implementation of Logo Change on Micro Small Medium Enterprises (MSME) Snack Products as Branding Strategy," Advances in Economics, Business and Management Research, in: Lia Warlina & Senny Luckyardi (ed.), Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBES, pages 246-257, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-465-5_20
    DOI: 10.2991/978-94-6463-465-5_20
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