LAUTNUSANTARACOMAs an archipelagic country, Indonesia possesses vast fishery potential. However, this potential remains underutilized, especially in terms of value addition and marketing. One of the most effective ways to boost the competitiveness of Indonesian fishery products is through proper branding strategies. Branding is more than just a logo or a name—it is the embodiment of product identity, values, and image in the consumer’s mind.

Purpose of the Article

This article aims to elaborate on branding strategies that can be implemented by Indonesian fishery businesses to increase visibility, trust, and consumer purchasing interest in both domestic and international markets.

The Importance of Branding in Fishery Products

Fishery products are often perceived as homogenous commodities. Without strong branding, they are hard to distinguish. Branding enables:

• Product differentiation in a competitive market

• Improved perception of quality and consumer trust

• Customer loyalty development

• Access to premium and export markets

Effective Branding Strategies

1. Consistent Brand Identity

Brand names, logos, and slogans must reflect the product’s core values (e.g., freshness, sustainability, or local authenticity). Consistent design and visual communication strengthen brand recognition.

2. Product Storytelling

Creating a narrative around the product’s origin, the local fishermen, or sustainable practices builds an emotional connection with consumers. Modern consumers prefer products with social and cultural value.

3. Innovative Packaging

Modern, informative, and eco-friendly packaging can be a major differentiator. Packaging should reflect product quality and be easily recognizable on the shelf.

4. Digital Media Utilization

Promoting through social media, websites, and e-commerce platforms is crucial to reach a broader audience. Content strategies like fish processing videos, customer testimonials, or community-based campaigns are effective in building brand awareness.

5. Certification and Labeling

Certifications such as HACCP, Halal, or eco-labels enhance market trust, especially for export. Labels like “100% Local” or “Sustainably Caught” can be strong selling points.

Challenges in Fishery Product Branding

• Limited branding knowledge among SMEs

• Underdeveloped cold chain and logistics infrastructure

• Lack of access to marketing funding and training

• Weak promotional culture in traditional fishery sectors

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