Rebranding dalam Menciptakan Citra Baru dan Meningkatkan Loyalitas Pelanggan (Studi pada Nonaria Keik menjadi Nonaria Artisan)

Widya Darma Sasabila (Raden Fatah State Islamic University Palembang)
Eraskaita Ginting (Raden Fatah State Islamic University Palembang)
Muslimin Ritonga (Raden Fatah State Islamic University Palembang)

Komunikasi : Jurnal Komunikasi
Vol. 16 No. 2 (2025): September 2025

The development of modern lifestyles encourages culinary MSMEs to adapt through rebranding   to strengthen brand image and customer loyalty. This study aims to analyze the rebranding   stages and strategies implemented after the rebranding   of the Nonaria Keik MSME which transformed into Nonaria Artisan Bakery & Café. The theoretical basis used is Brand Equity according to Aaker which includes brand awareness, brand association, perceived quality, and brand loyalty. This study uses a descriptive qualitative method with interview, observation, and documentation techniques. The results show that the stages of repositioning, renaming, redesign, and relaunching followed by consistent brand communication strategies, digital promotions, customer relationship management, and improving service quality can increase brand Equity and customer loyalty. Rebranding   has proven effective in building a professional brand image and long-term loyalty.