<![CDATA[Competition in the culinary industry requires MSMEs not only to rely on product quality but also to build a strong brand identity through appropriate branding strategies. This study aims to analyze the branding strategy of Sego Salsa Kitchen in establishing its brand identity and its role in enhancing customer loyalty and strengthening the brand’s position in the local market. The research employs a qualitative approach with a case study method, utilizing interviews, observations, and documentation, which are analyzed thematically. The findings indicate that Sego Salsa Kitchen emphasizes authenticity, consistency of traditional flavors, and the effective use of visual identity and social media. These branding strategies contribute to shaping positive perceptions, increasing customer loyalty, and maintaining competitiveness in the local culinary business. In conclusion, the branding strategy implemented by Sego Salsa Kitchen plays a significant role in building brand identity and strengthening the competitiveness of local culinary enterprises, although further enhancement in the integration of digital marketing communication is still required.]]>
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