Proceedings of the 2023 Brawijaya International Conference (BIC 2023)

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Brand Communication Strategy of MSMEs Malang Food Product in Covid-19 Pandemic Era

Authors
Tri Mega Asri1, *, Amelia Ika Pratiwi2, Hapsari Dian Sylvatri3
1Faculty of Vocational Studies, University of Brawijaya, Malang, Indonesia
2Faculty of Vocational Studies, University of Brawijaya, Malang, Indonesia
3Faculty of Vocational Studies, University of Brawijaya, Malang, Indonesia
*Corresponding author. Email: trimega@ub.ac.id
Corresponding Author
Tri Mega Asri
Available Online 29 October 2024.
DOI
10.2991/978-94-6463-525-6_70How to use a DOI?
Keywords
MSME; Creative Campaign; Brand Communication
Abstract

The Covid-19 pandemic, which has hit since 2020, has resulted in a national economic crisis, including Micro, Small and Medium Enterprises (MSMEs). The existence of MSMEs that are spread all over Indonesia can be one of the drivers of economic recovery in Indonesia. Even able to provide jobs, cheap goods, and give birth to new entrepreneurs. The development of MSMEs has experienced several problems, one of which is a marketing problem, especially related to branding. This study aims to get an overview of the problems faced by MSMEs during brand development so that they can get input for the development process. The target of MSME in this study is MSME superior products, namely typical food in Malang and its surroundings. The analysis was carried out using a quantitative and qualitative descriptive approach. MSMEs have the potential to have a competitive advantage to be able to compete in the global market. This research is focused on creative planning, creative campaign strategy development strategy and brand communication.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 Brawijaya International Conference (BIC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
29 October 2024
ISBN
978-94-6463-525-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-525-6_70How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tri Mega Asri
AU  - Amelia Ika Pratiwi
AU  - Hapsari Dian Sylvatri
PY  - 2024
DA  - 2024/10/29
TI  - Brand Communication Strategy of MSMEs Malang Food Product in Covid-19 Pandemic Era
BT  - Proceedings of the 2023 Brawijaya International Conference (BIC 2023)
PB  - Atlantis Press
SP  - 627
EP  - 638
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-525-6_70
DO  - 10.2991/978-94-6463-525-6_70
ID  - Asri2024
ER  -