<![CDATA[MSME local products have an important role in strengthening the village economy, but there are still many MSME actors who face limitations in terms of brand identity, packaging, and product competitiveness. This study aims to analyze the increase in the value of local products through rebranding and repackaging strategies in MSMEs owned by Mrs. Herlina in Citemu Village that produce shredded crab and squid chili sauce. This research uses a qualitative approach with a case study design employing thematic analysis. Data were collected through in-depth interviews conducted on December 25, 2025 with MSME actors as the main informants. Data collection techniques were focused on interviews to explore the initial condition of the product, the process of implementing rebranding and repackaging, and the perceived impact after the implementation of the strategy. The results of the study showed that the initial condition of the product still faced challenges in the form of the absence of brand identity, simple packaging, and the absence of packaging permits. The implementation of rebranding was carried out through the creation of a new logo, while repackaging was carried out through the renewal of packaging design and the management of PIRT (Processed Food Registration Certificate) permits. This strategy has contributed to perceived improvements in the perception of product quality, consumer trust, product competitiveness, and confidence of MSME actors. This study concludes that rebranding and repackaging contributed to perceived improvements in the value of local MSME products and have the potential to support the sustainability of village economic development.]]>
