Pengembangan Citra Produk Teriyami Melalui Strategi Branding di Kecamatan Batuan, Kabupaten Sumenep

Abstract

Developing a product image is crucial for increasing market competitiveness. Teriyami, a specialty of Batuan District, Sumenep Regency, offers significant potential through the right branding strategy. The combination of anchovies with sweet, savory, and slightly spicy seasonings makes it appealing, but it remains under-recognized due to weak branding. This community service program aims to strengthen Teriyami's image to enable it to compete and expand its market. Activities included situation analysis, branding strategy design, implementation, and evaluation. Observations and interviews revealed weaknesses in visual branding, packaging, and digital marketing. Solutions included the creation of a visual identity, packaging design, product photography, and social media promotional content. Implementation included training in the use of social media, photography, and storytelling, as well as optimizing packaging to ensure it is attractive and meets standards. Utilizing Instagram and Facebook increased visibility. Through community service, the development of packaging, photography, and digital marketing successfully strengthened Teriyami's image, attracted purchase interest, expanded the market, and opened up opportunities for national competition.