Kolaborasi Branding 50 Tahun Sindang Reret: Strategi Sinergis Antara Dunia Usaha dan Akademisi dalam Penguatan Identitas Budaya
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Abstract
Kegiatan pengabdian ini bertujuan untuk memperkuat identitas budaya lokal melalui strategi branding yang melibatkan kolaborasi antara dunia usaha yaitu Sindang Reret dan akademisi. Dalam rangka perayaan 50 tahun Sindang Reret sebagai ikon kuliner Sunda, tim pengabdi dari institusi pendidikan tinggi melakukan pendekatan kolaboratif dalam perancangan identitas visual, narasi sejarah, serta aktivasi media digital yang merepresentasikan nilai-nilai budaya Sunda. Metode pelaksanaan dilakukan melalui lokakarya, observasi lapangan, dan co-creation branding. Hasil kegiatan menunjukkan peningkatan pemahaman nilai budaya dalam komunikasi merek dan terciptanya materi promosi berbasis narasi budaya. Kegiatan ini memperlihatkan bahwa sinergi antara pelaku usaha dan akademisi dapat menciptakan nilai tambah kultural dan ekonomis secara simultan.
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