ABSTRACT
This study employs a business coaching technique in Big Apparel House (BAH), an MSME that focuses on large-sized men’s clothing. We initially examine the MSME using the business internal and external analysis methods. The data are collected through field observations and interviews. We find two primary problems: inconsistent logo and impulsive unplanned marketing activities. This study focuses on assisting BAH in redesigning the logo and aligning all the company’s marketing tools. We follow Merrilees’ guidelines to explore and develop the BAH redesign strategy. The redesigned logo and its implementation have shown substantial improvement in BAH’s brand and marketing.
