<![CDATA[Often, crispy fried chicken UMKM focuses on developing brand value in building a business, recently Indonesia has been busy with Al Baiknya Indonesia crispy chicken, namely Almaz Chicken. This article makes a study of Almaz Chicken's entrepreneurship-based brand development strategy using the BFA or Brandpreneurship Framing Analysis methodology approach. BFA is systematically able to find and explain value development strategies according to the elements in BrandCoVD or Brandpreneurship's Circle of Values Development, namely identifying, creating, conveying, communicating, maintaining, evaluating and renewing values. This study uses data triangulation to strengthen the author's research results. This triangulation technique is used to ensure that the data collected from various sources and methods is truly valid. Data triangulation consists of several types, namely First, Source Triangulation, which uses various data sources to verify and ensure the truth of the research results. Secondary data sources consist of research journals, literature studies such as printed books, digital books, scientific articles and online news, and primary data sources, namely in-depth interviews. Almaz Friedchicken's strategy in evaluating market trends and lifestyles to become input and considerations for sustainable development is inseparable from Abuya Group's long experience in terms of the head or competence and capacity of the BODs, namely Okta Wirawan, Bram Dwi Raditya and Wawan Ibra who have been close friends since college, building professional careers and ups and downs with 7 brands in Abuya Group, newcomers without a TV marketing budget, can benefit from the momentum of the McDonald's and KFC boycott, which the public sees as related to Israel. Almaz uses social media, using storytelling techniques, to attract the attention of potential consumers who will carry out post-boycott agitation. Almaz is a new choice for crispy chicken fans.]]>
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