<![CDATA[This research stems from the challenges faced by MSMEs amid increasingly intense business competition, particularly regarding the limited understanding of business owners about the true meaning of rebranding. Most still perceive rebranding merely as a logo change, whereas in essence it involves market repositioning, renaming, redesign, and relaunching, all of which significantly influence competitiveness and business sustainability. The purpose of this study is to examine the rebranding strategy implemented by the MSME Kripik Usus Tiga Bersaudara in Sidowungu Village, Menganti District, Gresik Regency, with a focus on the owner’s understanding, the challenges and opportunities encountered, the strategies applied, and consumer perceptions of the new identity. This research employs a descriptive qualitative approach through observation, in-depth interviews, and documentation, while data analysis follows the interactive model of Miles and Huberman, including data reduction, display, and conclusion drawing. The findings reveal that rebranding was carried out by changing the business name from “Adiman” to “Tiga Bersaudara,” updating the logo and packaging, as well as utilizing WhatsApp as the main promotional channel, accompanied by increased turnover as recorded in financial documentation. These steps have succeeded in improving brand image, expanding market reach, and strengthening customer loyalty. The main challenge lies in maintaining the trust of existing customers so they can accept the new identity without doubting product quality. In conclusion, rebranding has proven to be an effective strategy to enhance the competitiveness of MSMEs when carried out comprehensively, consistently, and supported by good communication with consumers. This research is expected to serve as a reference for other MSMEs seeking to strengthen their brand identity and broaden their market reach.]]>
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