<![CDATA[This study aims to analyze the brand development strategy implemented by Wingko Fitri Demak, a micro-enterprise from Demak that produces regional specialties, in facing competition in the digital era. Using a descriptive qualitative approach, data were obtained through in-depth interviews, observations, and documentation. The results of the study indicate that although Wingko Fitri has strengths in terms of product quality and distinctive local values, the branding strategy implemented is still limited and unstructured. The use of social media and marketplaces has been carried out, but has not been optimal in building a strong brand narrative and consistent digital interactions. The main challenges faced include limited human resources and understanding of digital branding. This study recommends the need to strengthen brand identity, optimize digital channels, and branding training to increase business competitiveness. These findings are expected to be a strategic reference for other UMKM in designing brand development that is relevant to the digital era. opportunities for locality-based brand strengthening are still very open. The attachment of cultural values, the story behind the business, and the uniqueness of the product are important assets that can be differentiators amidst increasingly competitive competition in the digital ecosystem.]]>
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