STRATEGI MEMPERTAHANKAN CITRA BRAND DALAM UPAYA MENIGKATKAN KONSUMEN TERHADAP PRODUK LOKAL BREM MEKARSARI

Abstract

Brem mekrsari is a product produced by micro, small and medium enterprises located in Mekrsari Nguntorona hamlet, Wonogiri Regency, because generally these business units experience difficulties in increasing the competitiveness of their product marketing, product capacity has not been met to reflect marketing success. . Considering that brem is not yet known as a typical Wonogriri souvenir. This research aims to determine the strategy for maintaining brand image in retaining consumers of BremMekasari products. This research focuses on qualitative methods by conducting direct interviews with BremMekasari owners and also several consumers who are already BremMekasari consumers.