<![CDATA[This study analyzes the updating value strategy of the KAHF brand through the lens of Branderpreneurship Framing Analysis (BFA) a conceptual framework that examines how brands integrate entrepreneurial agility with strategic branding to sustain relevance and growth. Updating value refers to a brand's dynamic capacity to continuously renew its presence, interactions, and value propositions in alignment with shifting consumer expectations, technological advancements, and cultural trends. As a Muslim men's personal care brand under PT. Paragon Technology and Innovation, KAHF stands out by embedding spiritual authenticity and natural ingredients into its core identity, while simultaneously embracing modernity and urban lifestyle aesthetics. Employing a descriptive qualitative method, this research draws on secondary data collected through systematic observation and analysis of KAHF's official website, social media platforms (Instagram, TikTok, YouTube), press releases, news articles, and digital publications. The findings demonstrate that KAHF consistently updates its brand value across five strategic dimensions: product innovation (halal-certified, nature-inspired formulations), multi-channel distribution (online and offline expansion), consumer engagement (community building and personalization), creative digital communication (storytelling with spiritual and motivational themes), and business model adaptation (regional expansion and digital ecosystem integration). The study concludes that KAHF exemplifies successful branderpreneurship by balancing tradition with innovation, thereby establishing a resilient, meaningful, and future-ready brand identity.]]>
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