Strategi Brand Positioning terhadap Brand Awareness Pada Merek Lokal Koto Batu

Abstrak

This study aims to analyze brand positioning strategies to enhance brand awareness
of Koto Batu, a local handmade jewelry brand using natural gemstones and pure silver, crafted
by local artisans. Using a descriptive qualitative approach through participant observation, indepth interviews, and literature review, the research explores how Koto Batu builds a distinctive
brand identity through healing benefits, ethnic-modern aesthetics, and social value such as
women's empowerment and environmental awareness. SWOT analysis indicates that Koto Batu’s
strengths lie in product differentiation, emotional value, and unique design, but challenges
remain in limited digital exposure and weak visual identity. Opportunities arise from the
growing trends of wellness, while threats come from emerging local competitors with similar
positioning. A strong and consistent brand positioning strategy can reinforce brand perception,
improve consumer awareness, and expand Koto Batu’s market reach.