Territorial Branding Strategy to Increase the Competitiveness of the Handicraft Industry.
Keywords:
Territorial, Branding Strategy, Competitiveness, Handicraft IndustryAbstract
The handicraft industry is a vital sector that contributes significantly to the local and national economy, yet it still struggles to establish strong competitiveness in the global market. One of the factors causing this is the weak territorial branding strategy that can strengthen the position of handicrafts as a regional superior product. This study aims to analyze effective territorial branding strategies to increase the competitiveness of the handicraft industry by focusing on key problems such as weak brand identity and regional positioning, limited product quality and standardization, limited market access and marketing strategies, and limited resources and capacity of artisans. The research uses qualitative methods with case studies and interviews as data collection techniques. Sampling was carried out on 115 respondents consisting of handicraft business actors, entrepreneurs, and related stakeholders in the handicraft sector. The data was analyzed thematically to obtain a comprehensive picture of the conditions and branding strategies implemented. The results of the study show that increasing competitiveness can be achieved through strengthening brand identity according to regional characteristics, improving product quality with clear standards, utilizing relevant marketing strategies, including digital marketing, and developing the capacity of artisans through training and resource support. Integration between stakeholders is also an important factor in the successful implementation of the territorial branding strategy. In conclusion, territorial branding strategies must be designed comprehensively and be adaptive to local conditions to be able to compete sustainably. The practical implications of this study emphasize the need for cross-sector synergy in supporting the development of a highly competitive handicraft industry.
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