<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting local economic development by creating employment opportunities and increasing community income. However, many rural MSMEs still face challenges related to product branding, packaging design, and the utilization of digital marketing. This community service program aimed to implement the Hybrid Digital Value Chain (HDVC) model as an integrated approach to strengthening MSME competitiveness through product branding and social commerce. The program was conducted in Barurejo Village, Sambeng District, Lamongan Regency, involving five food-based MSMEs with twenty-three participants. The activities included field observation, product branding workshops, digital marketing seminars, mentoring in social media utilization, and market validation through participation in the Lamongan Vespa Day MSME Bazaar. The results indicate improvements in participants’ understanding of branding concepts, the development of product identities through logos, labels, and modern packaging, as well as the initial adoption of social media for promotional activities. Furthermore, the HDVC model successfully integrated branding development with digital marketing practices and market implementation into a continuous empowerment process. This model demonstrates the potential to become an alternative approach for empowering rural MSMEs by enhancing product competitiveness and expanding market access through digital platforms. Keywords: Hybrid Digital Value Chain, MSMEs, Product Branding, Digital Marketing, Social Commerce]]>
