PENERAPAN MANAJEMEN MEREK PADA USAHA KECIL DAN MENENGAH (UKM)

Abstract

Mostly problems are faced by Small Medium Enterprises (SMEs) that
related to marketing aspect. Role of brand very important to SMEs in order its product
is recognized easily by consumers. Implementation of brand management in SMEs will
assist the brand recognition to their customers. This paper seeks to offer concept of
creating brand awareness, brand management models, brand development model in
SMEs. Implementation of effectiveness brand management consider about type and
strategy of business at each SMEs.
The paper suggests that word by mouth strategy effectively to increase
brand awareness. The primary factor determining successful of brand management at
SMEs is commitment of owners to focus in recognizing their brands. Owners have
double roles in brand management is as director or manager that give intensively
attention to brand management and as entrepreneurs who to be personification of
product’s brand.
Key words: Brand management, Brand awareness, Small Medium Enterprises.