@thesis{thesis,
		author={FIRZATULLAH  IKHWANI FATA},
		title ={REBRANDING SOTO SANGKA BANYUMAS UNTUK MENINGKATKAN BRAND AWARENESS SEBAGAI PELESTARIAN KULINER LEGENDARIS},
		year={2024},
		url={https://repository.ittelkom-pwt.ac.id/11416/},
		abstract={This research aims to rebrand Soto Sangka Banyumas, a legendary culinary dish long
known in the Banyumas region. The rebranding is conducted to enhance the appeal and
competitiveness of Soto Sangka in both local and national culinary markets. Additionally, this
research aims to preserve the existing cultural and culinary heritage and introduce Soto Sangka to
the younger generation and a broader market. The research uses qualitative methods with direct
observation, interviews, and questionnaires to collect primary data from the owner, family, and
customers of Soto Sangka. Secondary data is obtained from various relevant literature. Data
analysis is performed using the SWOT method (Strengths, Weaknesses, Opportunities, Threats) to
identify the strengths, weaknesses, opportunities, and threats faced by Soto Sangka. The results show
that the authenticity of taste and consistent location are the main strengths of Soto Sangka. The
choice of media for rebranding focuses on social media, especially Instagram, due to its high usage
by the younger generation and the lack of competitors utilizing this platform optimally. Additionally,
supporting media chosen includes store signs, aprons, keychains, stickers, and posters. The
branding strategy includes updating the logo, packaging, and using the tagline "Eternal Taste
Legacy" to build an emotional connection with consumers. This approach is expected to create a
new, more modern image without losing the historical value and original quality of the product, as
well as expand the market share and increase customer loyalty.
Keyword : Rebranding, Legendary Culinary, Soto Sangka.}
		}