The cigarette industry faces market competition, and the pressure that suppresses its existence stems from ambiguous policies. The ambiguous policy is because the government still expects cigarette excise income as a significant source, but also that the government is faced with the demands of the anti-smoking community who establish cigarettes as a sunset industry. This condition does not make cigarette business actors give up, given that the cigarette industry still contributes to employment, state income, and market demand is still there. This study aimed to determine the effect of brand authenticity, brand identification, brand experience, brand loyalty, and brand love. The relationship between the five brand theories is examined using the Structural Equation Model. The sample for this study was 200 cigarette consumers, using a non-probability sampling technique. The result shows that: 1) Brand experience significantly and positively impacts brand identification among cigarette industry consumers; 2) Brand identification significantly and positively impacts brand love among cigarette industry consumers; 3) Brand authenticity significantly and positively impacts brand love among cigarette industry consumers; 4) Brand identification significantly and positively impacts brand loyalty among cigarette industry consumers; 5) Brand love significantly and positively impacts brand loyalty among cigarette industry consumers. The product marketing strategy component must take five branding theories. The product's market strengthens with the value of five brand components.

Business success is closely related to the marketing process. A good defined marketing strategy conducted to increase a sales business and marketing. The elements that must be developed are networking capability, entrepreneurial marketing, competitive advantage, and marketing performance. The sustainability of Indonesian businesses, especially small and medium enterprises (SMEs), is a challenge for entrepreneurs. SMEs are an important factor that affects the increase of national economic growth. This research investigated variables such as networking capability, entrepreneurial marketing, competitive advantage, marketing performance of embroidery SMEs in Tasikmalaya City West Java Indonesia. The technique sampling used in this research was purposive sampling. Samples gained were 120 SMEs. In analyzing the data, researchers employed Structural Equation Model (SEM) method from software AMOS. Entrepreneurial marketing activities are closely related to creating competitive advantage through innovation in the creation of better products, processes, and strategies to satisfy customer needs and desires. Hypothetical testing results showed that network capability and entrepreneurial marketing are important factors that significantly influence competitive advantage of SMEs. Networking capability, entrepreneurial marketing, and competitive advantage are important factors that significantly influence marketing performance of SMEs. Therefore, networking capability, entrepreneurial marketing, competitive advantage, and marketing performance must be developed for sustainable the successfulness of SMEs.