Penguatan Merek dan Pemasaran Untuk Pengrajin Batik Tulis Di Kecamatan Sudimoro Kabupaten Pacitan Jawa Timur

Abstract

Abstract

Batik is one of the components of the creative economy in the development sector that continues to be improved because it has promising market prospects and considering the trends in batik products. Batik is a national cultural heritage that is designated as the cultural heritage of a country and this has been recognized and confirmed on October 2, 2009 by UNESCO as the cultural heritage of the Indonesian state. Batik is an asset owned by the Indonesian people, which is a culture that becomes identity and also national identity. Batik is able to express meaning and high aesthetic value as well as in symbolic form, both in very diverse patterns and colors, not only that, batik also has another uniqueness, namely reflecting as a culture of the Indonesian nation which has distinctive characteristics of differences from other nations. Considered philosophical values ??as well as local wisdom of Indonesian cultural traditions in the specialty of batik art. Written batik in this era has an indicator of a very large problem, namely how to maintain the existence of a work of art so that it does not fade little by little due to intense competition against the batik industry. This community service activity is carried out to help written batik business partners to strengthen brands or establish brand awareness and create marketing strategies that can help partners to compete in the competitive market for batik cloth.

Keywords: Batik, Creative Industry, Brand Awareness