PELATIHAN STRATEGI BRANDING UNTUK PENGEMBANGAN EKONOMI KREATIF BERBASIS KEARIFAN LOKAL
DOI:
https://doi.org/10.56127/jammu.v3i3.1914Keywords:
Branding Strategy, Creative Economy, Local WisdomAbstract
This Community Service Program aims to provide training on branding strategies for developing creative economies based on local wisdom. Conducted by Universitas Gunadarma in collaboration with the Young Indonesian Lecturers Association (ADMI), the program utilizes a multidisciplinary approach encompassing 10 fields of study, such as management, engineering, and communication. The training integrates theory and practice, leveraging information and communication technology (ICT) to support local entrepreneurs in maximizing their cultural and local potential. The program enhances the competitiveness of local products through strong brand identities, digital marketing strategies, and the development of soft skills such as creativity, adaptability, and collaboration. Through simulations and real-world case studies, participants are guided to design, test, and evaluate their branding strategies. The expected outcomes include improved local brand quality, growth of the creative economy, and strengthened cultural identity, which positively impact the sustainability of regional economies.
References
Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson Education.
Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th ed.). London: Kogan Page.
Prahalad, C. K., & Ramaswamy, V. (2004). The Future of Competition: Co-Creating Unique Value with Customers. Boston: Harvard Business School Press.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. New York: Free Press.
UNCTAD. (2021). Creative Economy Outlook 2021. Geneva: United Nations Conference on Trade and Development.
Indonesia, Kementerian Pariwisata dan Ekonomi Kreatif. (2020). Laporan Tahunan Ekonomi Kreatif Indonesia 2020. Jakarta: Kemenparekraf.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Hasan, A. (2020). Marketing dan Branding Produk Lokal. Yogyakarta: Deepublish.
Porter, M. E. (1990). The Competitive Advantage of Nations. New York: Free Press.
