INTEGRATING INTELLECTUAL PROPERTY AND DIGITAL CULTURAL BRANDING FOR BATIK MICROENTERPRISE EMPOWERMENT

Abstract

This study examines an integrated empowerment model combining intellectual property (IP) literacy, copyright and trademark readiness, digital visual communication, and local-cultural branding for Batik Senjaya, a microenterprise group in Atang Sanjaya, Bogor Regency. The intervention used a participatory community-based approach implemented through eight field visits covering diagnosis, training, design digitization, IP facilitation, digital-channel development, mentoring, and evaluation. Descriptive pre-post evaluation records show that the proportion of participants able to distinguish copyright, trademarks, and patents increased from 20% to 80%; 60% were able to prepare registration documents after the program, and awareness of legal protection reached 100%. The program also produced 12 digitized batik motifs, one visual identity, one e-catalogue, and 20 promotional contents. Four motif/design copyrights were reported as registered with the Directorate General of Intellectual Property, while a collective-mark application remained at the document-drafting stage. The findings indicate that IP assistance becomes more useful when linked to cultural narrative, standardized visual assets, and digital distribution capability. Rather than treating legal protection and digital marketing as separate activities, the Batik Senjaya case suggests a capability pathway of protect-identify-narrate-distribute. The study contributes a community-empowerment perspective to debates on heritage-based microenterprise digitalization while emphasizing that longer-term sales, platform analytics, and legal-registration outcomes still require follow-up evaluation.