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

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