Strengthening “Istana Buah” SME Brand at Trawas, Mojokerto

Small and Medium Enterprises (SMEs) in the field of fruit chips are a promising business sector. The growth of this business can be seen from the increasing interest of consumers in natural and health products. Market expansion opportunities are also wide open because fruit chips have an appeal not only locally, but also internationally. However, there are still obstacles in the aspect of brand image that can affect its sustainability and development. This was experienced by the "Istana Buah" SME where the results of the questionnaire stated that 87% of respondents said they did not know the "Istana Buah" brand. This article discusses how to provide guidance to the "Istana Buah" SME so that they have an understanding and ability to build a more attractive brand and reflect the characteristics of SMEs. The first stage is to collect data related to the "Istana Buah" SME to determine the potential and characteristics of the brand. Second, data analysis and formulation of brand concepts. Third, presentation and discussion with the "Istana Buah" SME. Fourth, implementation of the approved brand concept. With this program, we hope that the "Istana Buah" SME can develop further and be able to utilize the potential of its region optimally in order to improve its welfare.