Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain Analysis

Malangan Batik is one of the symbol of Malang’s cultural identity. As an identity’s symbol that has been inherited, Malangan batik must be able to compete and reach consumers on a wider scale. However, Malangan batik is in fact not much in demand by consumers, even the younger generation in Malang. Through the analysis of value chain, production, distribution and consumption, Malangan Batik is seen on a wider scale that the lack of interest in Malangan batik is caused by internal and external factors. Malangan batik rebranding is carried out by improving marketing, technology, services, logistics and human resources. This study uses a qualitative method where the research was conducted with in-depth interviews with Malangan batik business as SMEs. The results of this study prove that batik will be an appropriate means of cultural promotion and will reach a wider marketing scope if the distribution and marketing production methods are adjusted to the development of consumer trends in a certain era. Malangan batik business must be able to answer consumer needs without losing the substance of the meaning contained in it. Batik must be able to elaborate new motifs and technologies in accelerating and increasng production