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

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

Authors
Yully Ambarsih Ekawardhani1, *, Merlina Fatimah Nasruddin2, Muhammad Na’imulloh Ismina Fasya3
1Universitas Komputer Indonesia, Bandung, Indonesia
2Universitas Komputer Indonesia, Bandung, Indonesia
3Universitas Komputer Indonesia, Bandung, Indonesia
*Corresponding author.
Corresponding Author
Yully Ambarsih Ekawardhani
Available Online 29 July 2024.
DOI
10.2991/978-94-6463-465-5_20How to use a DOI?
Keywords
Logo; MSME; Snacks
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.

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 International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
29 July 2024
ISBN
10.2991/978-94-6463-465-5_20
ISSN
2352-5428
DOI
10.2991/978-94-6463-465-5_20How 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  - Yully Ambarsih Ekawardhani
AU  - Merlina Fatimah Nasruddin
AU  - Muhammad Na’imulloh Ismina Fasya
PY  - 2024
DA  - 2024/07/29
TI  - Implementation of Logo Change on Micro Small Medium Enterprises (MSME) Snack Products as Branding Strategy
BT  - Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
PB  - Atlantis Press
SP  - 246
EP  - 257
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-465-5_20
DO  - 10.2991/978-94-6463-465-5_20
ID  - Ekawardhani2024
ER  -