The competition of the industrial world does not accommodate the stagnation of the product and brand. They that are not sensitive to the changes and challenges of the market will be run over by a competitor. The comprehensive and continuous efforts to maintain the brand are required. The existence of products which supported by the differentiation is the response to the fulfillment of market expectations. Consumers have the right fully to determine the product selection in the midst of intense competition between products. The branding process and the existence of products provide answers to the challenges of any change in the field of marketing. Branding strategy seeks to put the product on the competitive position with other products. The study was conducted with descriptive qualitative method to collect the information that related to the concept of brand and product differentiation. Building the brand can be done by "building" a massive and continuous public trust or by "borrowing" or attaching with more established brands. However, the mindset changes of the businessman in the treatment of brand is the main keyword that put the brand as an asset. Furthermore, maintaining the brand equity in the upper scale is a priority. Placing the brand at the preferred and needed positionof consumers can be done by building a positive brand values and evaluating the consumer expectations. Building the competence to win the competition with competitors requires the measurable "market plan". Products differentiation in packaging tha accordance with market segmentation, the offered variants (flavor) till by product placement in accordance with the segmentation must be done carefully.

Anthrax is a deadly disease caused by Bacillus antracis that damages the lymphatic and vascular systems of animals and humans. Anthrax prevention in Indonesia has been done but has many shortcomings among them is a lot of dead animal raises after vaccination and relatively expensive. The azadirachtin bioactive compound produced by neem endophytic microbes is known to inhibit the growth of B. anthracis bacteria, thus potentially as an anti-anthrax agent. Other bacteria that have the same pathogens as B. antrachis are Methycillin Resistant Staphylococcus aureus (MRSA) so that it is used as a research object. The aim of this research is to obtain the active biomaterials from selected neem leaf endophytes to be tested in S. aureus MRSA as bacteria with Anthrax pathogens. The method used in this research is the isolation, selection, and extraction of Neem  endophytes. The process of isolation is done by growing on the general media and the selection process on special media. The bioactive extraction process uses 1000 rpm centrifuge and screening on MRSA culture medium. Inhibitory zone tests were used to determine the effect of endophytic biopsy in inhibiting MRSA growth. The result of the research is that the bioactive endophytes of neem are able to inhibit MRSA growth which is characterized by the formation of drag zone around the endophytic bioactive. Thus it can be concluded that the use of neem endophytes can be a new solution to eradicate the presence of anthrax disease in the livestock and people in Indonesia with safe research methods, relatively inexpensive and ineffective vaccine replacements.

Margosari village has the Serang River which is a source of income for the community. The catched fish is sold in the form of fresh wader fish at a price of Rp. 7,000.00 to Rp. 9,000.00 / Kg. Selling price and storage capacity of wader fish are very low, so it needs to be increased by diversifying the process into krispi wader as one of the business opportunities. The problems faced by partners are: 1) Limited knowledge and skills regarding the diversification process of wader fish; 2) Packaging method is still simple and does not meet standards; and 3) Marketing process is still carried out by direct selling and has not used online marketing method. This community service program aims to increase knowledge and skills regarding the diversification process of wader fish into krispi wader, packaging technology and online marketing. The methods used in conducting this program were in the form of counseling and training as well as assistance to 20 BUMDes members. Counseling and training activities include: 1) Counseling and training on the diversification of processed wader fish into krispi wader fish; 2) Counseling and packaging training was held to know how to pack and making packaging labels; 3) Marketing training based on online marketing. The benchmarks for the success of this service activity can be seen from the increasing of knowledge and skills regarding the diversification of wader krispi process, knowledge of labels and packaging as well as knowledge of online marketing for members of the Margosari BUMDes group based on pretest and posttest analysis of service activities. The conclusion of this service activity is that the counseling method followed by training methods are effective for members of the Margosari BUMDes group in diversifying their wader fish, labeling and packaging as well as online marketing.

The digital era has led consumer behavior to shop online. It is undeniable that online shopping is indeed more in demand by some consumers because of various supporting factors. Shopee is an online shop application with many features so that consumers can easily shop, explore and even easily create an online store and sell products. This study uses quantitative research methods to see the effect of buying interest in Shopee online shopping in Yogyakarta. Sources of data were obtained from primary and secondary data with cluster sampling technique to 500 respondents. The results showed that each indicator of buying interest showed positive and significant results. The Transactional Interest indicator is included in the value category with a percentage of 34%, and then for Reference Interest, it has a percentage order of 69% with a very high category. Then for Preferential Interest, the order of category is very high at 70%, and Explanative Interest with a high percentage category at 58%.

Information technology is developing very fast, this has an impact on real changes in every element of life. In addition to hitting the information media industry, developments in information technology have brought updates to public spaces with easy access and an increasingly massive pattern of information distribution. Ease of access does not always present a positive side but there is a negative side, namely shifting communication patterns with the spread of false information or disinformation methods that invite public upheaval. This research uses the case study method, which is one way to investigate contemporary phenomena in the context of real life, where the boundaries between the phenomenon and the context are not clearly visible. Through the Social Network Analyzer (SNA) theoretical approach, this research will find three communication network patterns, namely a centralized network, a decentralized network and a distributed network.