International Consumer Day celebrated on March 15th, is an important moment to raise awareness about consumer rights. It reminds us of the importance of protecting and ensuring transparency of products and services offered to consumers in order to uphold fair and healthy business practices.

The establishment of International Consumer Rights Day has inspired various countries around the world to implement regulations that protect consumers. Indonesia is one of the countries that has implemented consumer protection regulations through Law Number 8 of 1999 concerning Consumer Protection of the Republic of Indonesia.

Consumer protection starts with the marketing campaigns of a brand. Branding can be the key to capturing consumer attention. Unfortunately, most branding nowadays prioritizes quantity and targets over good customer relations. In addition to eye-catching marketing strategies through logos and slogans as visual communication media, effective branding must also have transparency to build strong customer loyalty.

When companies can create an emotional connection with customers, loyalty will be formed. Loyal customers will not only continue to purchase products or services from that brand but can also recommend them to others through their positive experiences without external influence.

Effective branding must understand and meet customer needs. Market research, satisfaction surveys, and the use of customer data are key to creating relevant and personal services. Modern consumers also desire transparency and clear business ethics. Brands that are honest in communication, pricing, and their commitment to sustainability will be more trusted by customers.

To enhance the appeal of a brand or service, Public Relations plays an important role in maintaining community loyalty and stakeholder interest. Through media output and good communication with various external media, Public Relations can build the company's public profile.

Furthermore, Public Relations can provide support in handling consumer feedback. Quick responses to consumer complaints or inquiries show that the company cares about their experience. This two-way communication can increase public trust and loyalty.

Additionally, social actions in the form of public campaigns can become interactive bridges where the public can establish relationships between the company and the surrounding community. As an educational institution, Dian Nusantara University (UNDIRA) frequently holds various Community Service (PkM) activities that not only foster community welfare but also improve social standards, enabling them to build community structures independently in the future.

International Consumer Day is a moment of reflection for companies to evaluate their branding strategies. With a more customer-centric approach, brands can not only increase customer satisfaction but also build stronger and more sustainable relationships. In a digital era full of choices, customer loyalty is a valuable asset that must be maintained through transparent, personal, and valuable branding for consumers.