THE IMPORTANCE OF BRAND AWARENESS AS A MARKETING STRATEGY FOR BUSINESS SUSTAINABILITY

Abstract

The implementation of Community Service aims to open the insight of small entrepreneurs about the importance of consumers being aware of the existence or existence of brands sold by marketers. In the midst of economic recovery conditions after the Covid-19 pandemic and supported by the ease of digital marketing, many new entrepreneurs have emerged. The number of new entrepreneurs who compete fiercely with existing entrepreneurs plus the declining purchasing power of the community makes people more selective in buying a product. There is a tendency for consumers to choose products that are well known both through product experience and based on information obtained through various sources. Consumers are more likely to be loyal by buying products from well-known brands because they feel more comfortable and perceive familiar brands as more reliable, available, easier to find, and unquestionably quality. This training is designed to make people aware as business people that consumers will not look at a company's brand if it is considered bad and has a bad reputation in the market so that a really mature strategy is needed so that the brand can be known by many people. Consumer awareness of a brand is expected to increase satisfaction and increase consumer loyalty. Overall, participants are expected to understand the importance of brand awareness concepts and strategies, but have not been able to practice them in real and detail. Continuous participation is needed in providing training until participants are able to practice it.