<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) in rural areas often face limited knowledge about branding and digital marketing, so the competitiveness of their products tends to be low in the midst of increasingly competitive market competition. This article examines the implementation of the mentoring program "MSME Smart Branding in Weragati Village, Palasah District, Majalengka Regency. With a qualitative-descriptive case study approach analyzed through the framework of Asset-Based Community Development (ABCD), this article examines the process, achievements, and limitations of digital branding and marketing assistance programs for village MSME actors, as well as mapping their position in similar service studies. The findings show that student-based mentoring programs contribute to increasing the awareness of MSME actors about the importance of brand identity, packaging, and social media utilization, even though the limited duration of activities and the absence of a post-activity evaluation mechanism are critical notes for the sustainability of the program. This article provides practical contributions in the form of a student-based short-term branding mentoring model that can be replicated in similar service programs, as well as theoretical contributions in the form of strengthening the argument that the asset-based approach (ABCD) is relevant to be applied in the context of temporary assistance for village MSMEs.]]>
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