STRATEGI CITY BRANDING OLEH PEMERINTAH DAERAH KABUPATEN SIAK DALAM PENINGKATAN DAYA TARIK  PARIWISATA

City Branding is a promotion strategy to increase the attractiveness of tourism which is very popular lately, as evidenced by various regions in Indonesia trying to shape the character of their regional tourism so that it can be more easily recognized only through a term. The Siak Regency Government also utilizes City Branding as one of the promotion strategies in increasing the attractiveness of its regional tourism, namely through "Siak The Truly Malay" which has been patented through the Directorate of Copyright and Industrial Design of the Ministry of Law and Human Rights. From the various explanations above it can be seen that the Siak Regency Government held so many events that were carried out in an effort to attract tourism, but the Siak Regency Government needed to add events tourism that reflected the Malay culture because this destination City Branding not only attracted domestic tourists but also foreign tourists, because geographically Siak Regency is close to neighboring countries such as Malaysia and Singapore. Research conducted at the Siak Regency Tourism Office is very necessary to be carried out considering the City Branding Strategy "Siak The Truly Malay" has been launched and should be able to attract the interest of foreign tourists in particular. For that the Siak Regency Government needs to increase its tourist attraction in the area.

Download Full-text

STRATEGI CITY BRANDING PEKALONGAN “WORLD’S CITY OF BATIK”

Gelar : Jurnal Seni Budaya ◽

10.33153/glr.v16i1.2343 ◽

2019 ◽

Vol 16 (1) ◽

Author(s):

Rifda Amalia Susanti

Keyword(s):

Data Collection ◽

City Government ◽

City Branding ◽

Literature Study ◽

Visual Identity ◽

Qualitative Descriptive ◽

Promotion Strategies ◽

Promotional Strategies ◽

Document Review ◽

The City

ABSTRAK Tulisan ini membahas tentang strategi kota Pekalongan dalam mempromosikan city branding “World’s City of Batik”. Metode yang digunakan adalah kualitatif deskriptif, dengan teknik pengumpulan data yaitu telaah dokumen, wawancara dan studi pustaka. Hasil dari tulisan ini adalah (a) menghasilkan pemaparan tentang aset kota yang dimiliki oleh kota Pekalongan, yaitu budaya (cultural) yang diwakili oleh pariwisata berbasis batik dan kemudahan (amenity) termasuk fasilitas yang tersedia di kota Pekalongan. Aset kota ini merupakan salah satu penguat branding kota. (b) strategi branding yang dilakukan pemerintah kota meliputi strategi visual dan strategi promosi. Strategi visual yang dilakukan di antaranya penciptaan identitas visual yang merepresentasikan karakter kota Pekalongan seperti logo, tagline, warna dan tipografi. Identitas visual ini nantinya dikomunikasikan dalam berbagai media promosi seperi merchandise, spanduk, poster, leaflet, dan sebagainya. Strategi promosi yang dilakukan oleh pemerintah kota yaitu dengan mengadakan festival tahunan Pekan Batik, membuat labelisasi batik, landmark, zebracross batik. Selain logo branding, kota Pekalongan secara konsisten menggunakan motif batik khas Pekalongan, yaitu Jlamprang dalam media promosi. Kata kunci: City Branding, Pekalongan, Batik. ABSTRACT This paper discusses about the strategy of Pekalongan city in promoting the city branding “World’s City of Batik”. The method used is qualitative descriptive, with data collection techniques namely document review, interviews and literature study. The results of this paper are (a) an explanation of the city assets owned by Pekalongan city, it is the culture represented by batik-based tourism and convenience (amenities) including available facilities in Pekalongan. This city asset is one of the city’s branding boosters. (b) the branding strategy carried out by the city government includes visual and promotion strategies. Visual strategies carried out include the creation of visual identities that represent the character of Pekalongan city such as logos, taglines, colors and typography. This visual identity will be communicated in various promotional media such as merchandise, banners, posters, leaflets, and so on. Promotional strategies carried out by the city govern-ment include an annual Batik Festival, making batik labels, landmarks, and zebra cross batik. In addition to the branding logo, Pekalongan city consistently uses typical batik motifs of Pekalongan, namely Jlamprang in promotional media. Keywords: City Branding, Pekalongan, Batik.

Download Full-text

Penerapan Strategi City Branding Kabupaten Ponorogo “Ethnic Art of Java”

ARISTO ◽

10.24269/ars.v7i1.1385 ◽

2018 ◽

Vol 7 (1) ◽

pp. 130

Author(s):

Krisna Megantari

Keyword(s):

Foreign Exchange ◽

Communication Technology ◽

Communication Strategy ◽

City Branding ◽

Branding Strategy ◽

The World ◽

Branding Strategies ◽

Tourism Potential ◽

Mapping Models ◽

The City

This research is expected to be one of the mapping models of communication strategy problems, especially the study of city branding strategies. It is expected that the outcome obtained is to measure how a city can explore its tourism potential and then become an iconic city. The city branding strategy is a new study in the world of tourism that is closely related to the development of communication technology in synergy with marketing tourism. It cannot be denied that the city branding strategy is closely related to tourism development strategies. Because the end of the success of city branding is an increase in foreign exchange in a city. It is hoped that with this research, Ponorogo regency can clearly map the original tourism potential of the region and the city branding echoes of Ponorogo Regency will be increasingly familiar to the eyes of the Indonesian and foreign communities.

Download Full-text

The Applicability of Kapferer’s Brand Adentity Prism in City Branding through the example of Kaposvár

Regional and Business Studies ◽

10.33568/rbs.2461 ◽

2020 ◽

Vol 12 (1) ◽

Author(s):

Kristóf Kovács

Keyword(s):

Brand Identity ◽

General Assembly ◽

Brand Positioning ◽

City Branding ◽

Branding Strategy ◽

City Brand ◽

The City

Kaposvár started to consciously build its brand in 2016 when the General Assembly accepted the city branding strategy of the settlement, its management has been trying to refine and clarify the positioning of the Kaposvár brand. Kapferer’s prism may make it feasible. This essay makes an attempt to estimate the applicability of brand identity prism on the city branding strategy of Kaposvár, thus exploring the opportunities in city brand positioning provided by Kapferer’s method. The paper examines the desirable image of Kaposvár detailed in the strategy from the six aspects of Kapferer’s prism, and tries to define the attributes which may strengthen the Kaposvár brand.

Download Full-text

City Branding of Nusa Tenggara Timur through the Video Narration Exotism of Sabu Island

Jurnal Ilmu Komunikasi ◽

10.31315/jik.v18i2.3518 ◽

2020 ◽

Vol 18 (2) ◽

pp. 169

Author(s):

Benedicta Yovi Claudia ◽

Rustono Farady Marta ◽

Ignatius Cahyanto

Keyword(s):

Qualitative Description ◽

City Branding ◽

Narrative Paradigm ◽

Regional Tourism ◽

Tourism Promotion ◽

Tourism Potential ◽

Main Message ◽

The City

East Nusa Tenggara (NTT), as one of the provinces with great tourism potential, applies city branding as a new tourism territory. This study aims to analyze (1) the meaning of the tourism promotion video Exotism of Sabu Island NTT in more depth and detail and (2) how the information messages conveyed in the tourism promotion video helped to advance the city branding of East Nusa Tenggara. This research employed a qualitative description method using Fisher's narrative paradigm, which consists of an analysis of the coherence and fidelity aspects of the narrative. The results showed that the video narrative Exotism of Sabu Island NTT has been successful in promoting East Nusa Tenggara as a new tourism territory through effective city branding. This video highlights Sabu Island, with its rich historical exoticism, landscape, and diversity of local cultural wisdom, as part of the East Nusa Tenggara province's tourism program. The main message conveyed in this video is the excellence of Sabu Island tourism, namely the exoticism of history, landscape, and diversity of local cultural wisdom. This video incorporates aspects of coherence and fidelity of the narrative that are appropriate and effective at city branding. The substance of this research provides new proposals regarding regional tourism city branding policies uploaded through promotional videos by applying the aspects of coherence and accuracy.

Download Full-text

CITY-BRAND BUILDING – FROM CITY MARKETING TO CITY BRANDING

Зборник радова Економског факултета у Источном Сарајеву ◽

10.7251/zrefis1714051m ◽

2017 ◽

Vol 1 (14) ◽

pp. 51

Author(s):

Boban Melović ◽

Slavica Mitrović ◽

Arton Djokaj

Keyword(s):

Historical Background ◽

City Branding ◽

City Marketing ◽

Branding Strategy ◽

City Brand ◽

The Past ◽

Starting Point ◽

The World ◽

The City ◽

Marketing Approach

Thanks to the mobility of the population and the development of economy, nowadays much more attention is payed to the competitiveness between nations, regions and cities. In the early 90s, a special marketing trend appeared, known as "Place branding" which allows cities, regions and nations to differentiate themselves from others (competitors). Nowadays, the "city marketing" approach is a well-established practice which is widely applied by many cities all around the world. During the past 30 years, when the competition between cities became bigger and more important, city marketing approach comes to the fore more and more. Although cities can be too complex for branding or to be treated as products, however, city branding has become a widely applied practice in the past years, ever since cities began to "fight" for: tourists, residents, prestige, wealth, power, commerce, entertainment,etc. By "too complex for branding" we mean that by implementing the city branding strategy we need to keep in mind the past, the cultural identity and the historical background of the city. When we say the past, we refer to all events and happenings in one specific city. For example, Madrid, London, New York, Paris, Brussels are just a few of the largest, but also the best branded cities in the world. Indeed, all of these cities experienced terrorist attacks in their past. Experienced, but survived. However, it is obvious that these events have had a huge impact on their positioning and branding. In order to become sustainable, successful destination (city) brand development must be, first of all, original and different, but convincing (based on physical and emotional charachteristics of the destinations) and relevant (directed towards the consumer in an appropriate way) as well. The authors' starting point is the hypothesis that the branding of cities is based on a combination of various factors and components and that with their combination we can build a recognizable image, which further contributes to higher tourism turnover and stronger competitiveness. Having in mind the previously mentioned, and when it comes to cities, marketing moves from a „city marketing“ to a „city branding“ concept. The aim of this paper is to carry out a symbiosis of key components, so we could offer guidance regarding the creation of a branding strategy to decision-makers in this field of marketing in our area.

Download Full-text

The Role of Stakeholders in the City Branding Policy “Madiun Karismatik” Madiun City Government

International Journal of Multicultural and Multireligious Understanding ◽

10.18415/ijmmu.v8i2.2397 ◽

2021 ◽

Vol 8 (1) ◽

pp. 510

Author(s):

Bagus Wiyono ◽

Andre Rahmanto ◽

Prahasitiwi Utari

Keyword(s):

Regional Identity ◽

City Government ◽

City Branding ◽

Branding Strategy ◽

City Region ◽

Regional Competitiveness ◽

Developing Cities ◽

Internal Stakeholders ◽

The City

Conducting branding is now increasingly needed in government management. The main purpose of city branding is to bring out the regional identity and place a certain positioning of the area in order to compete with other regions. For a city branding strategy to be successful, it must involve various stakeholders in the city / region. City stakeholders are defined through the ABCGM concept, namely Academics, Business Sector, Communities, Government, and Media. Madiun City as one of the developing cities in the western part of East Java Province also develops city branding as a way to increase regional competitiveness in front of other regions. Madiun Charismatic was chosen to be the tagline for the city branding of Madiun. This study aims to determine the role of internal stakeholders of Madiun city in implementing the city branding strategy of Madiun City. The research method used is a case study method and uses data collection techniques through interviews, observation, and document searches. The results showed that the internal stakeholders of the city of Madiun have different roles in supporting this city branding policy. The involvement of the five internal stakeholders of the city of Madiun in this city branding program also complements one stakeholder with another so that it has a positive effect on the development of the city of Madiun.

Download Full-text

PENGGUNAAN MASKOT SEBAGAI BAGIAN DARI CITY BRANDING KOTA MALANG (STUDI KASUS: OSI DAN JI)

GESTALT ◽

10.33005/gestalt.v3i2.90 ◽

2021 ◽

Vol 3 (2) ◽

pp. 77-90

Author(s):

Aris Kurnia Wicaksono ◽

Agung Eko Budiwaspada ◽

G. Prasetyo Adhitama

Keyword(s):

Visual Perception ◽

Development Strategy ◽

Qualitative Method ◽

City Government ◽

Cash Income ◽

City Branding ◽

Branding Strategy ◽

City Brand ◽

The City ◽

Modern Era

In this modern era, cities play an important role in the country's development strategy, urban planners and designers and all stakeholders build a strong image and reputation in order to compete between cities and introduce them to the world for sources of regional cash income. City branding is one of the city's strategies to display uniqueness so that it is easily recognized and as a differentiator between a city. Currently, many cities in Indonesia have implemented a city branding strategy and some have mascots as part of their city branding. Mascot is part of the visualization of city branding which has a role to strengthen brand identity. Malang City is one of the big cities in Indonesia that has implemented a city branding strategy, namely Beautiful Malang. The city of Malang also has a mascot which is part of the city branding of the city of Malang, namely the mascot of Osiji which is the official mascot of the Malang City government. This research is a study that examines the Osiji mascot in terms of its application. This study discusses the use of the Osiji mascot as part of the city branding strategy of Malang City and how the visual perception arises from the application of the mascot. The purpose of this research is to find out the strategy that has been implemented by the Malang city government in applying the Osiji mascot as part of the city branding of Malang City and to know the visual perception created from the application of the Osiji mascot. This research uses descriptive qualitative method. The theory used in this research is Gestalt's theory of visual perception and Anholt's The City Brand Hexagon theory. The final results in this study indicate that the city branding of Malang through Osiji is considered less than optimal so that the popularity of Osiji has not been able to strengthen the positive image of Malang City. The low popularity of the Osiji mascot is due to the application strategy that does not consider the design principles and concepts of city branding.

Download Full-text

CITY BRANDING STRATEGY THROUGH PERFORMING ARTS (URGENCY OF CULTURAL FESTIVALS IN SOLO CITY)

International Journal of Modern Trends in Social Sciences ◽

10.35631/ijmtss.313006 ◽

2020 ◽

Vol 3 (13) ◽

pp. 58-65

Author(s):

Iwan Budi Santoso

Keyword(s):

Performing Arts ◽

Creative Economy ◽

City Branding ◽

Branding Strategy ◽

Arts Festivals ◽

Cultural Festivals ◽

Symbiotic Mutualism ◽

Imaging Strategy ◽

The Government ◽

The City

City Branding Strategy through Performing Arts (Urgency of Cultural Festivals in Solo) reveals the phenomenon of the urgency of festival existence in Solo. Festivals dominated most of the cultural events in the Solo City of 61 calendars of events in the form of performing arts. In the spirit as a means of finding alternative resources, performing arts festivals in the City of Solo are also used as a strategy for branding the city. This city imaging strategy involves the government, universities, communities, and businessmen to make the festival in the city of Surakarta be held continuously. The events of festivals to carnivals in building the image of a city can be interpreted as an increase in the creative economy based on a symbiotic mutualism. Thus, the festival that has taken place in the city of Surakarta in the future will make the answer in facing global economic civilization.

Download Full-text

Strategi City Branding Kota Surabaya Sparkling Surabaya dalam Meningkatkan Kunjungan Wisatawan

PERSPEKTIF ◽

10.31289/perspektif.v9i2.3646 ◽

2020 ◽

Vol 9 (2) ◽

pp. 322-328

Author(s):

Caisar Pieter Vega Arwanto ◽

Bagus Setyawan Nugraha ◽

Agus Widiyarta

Keyword(s):

City Government ◽

Primary Data ◽

Research Approach ◽

City Branding ◽

Branding Strategy ◽

City Center ◽

Primary Data Source ◽

Tourism Sector ◽

Data Source ◽

The City

Research conducted by the author entitled "Surabaya City Branding Strategy" Surabaya Sparkling "In Increasing Tourist Visits". The purpose of this study is to find out how the Surabaya city branding strategy in increasing tourist visits. This is needed because the city of Surabaya has a lot of potential in the tourism sector such as parks in the city center, culinary tours, historic sites. The authors use Anholt's theory of general strategies in marketing or urban development and Kotler's hexagon city branding to find out how Surabaya's city branding strategy is in increasing tourist arrivals. The type of research used is the literature review where the research is in the library and study the literature which is the primary data source. The research approach uses descriptive qualitative analysis. The results of this study the Surabaya city government in increasing tourists, using the marketing strategy or promotion of city branding "Sparkling Surabaya" through the website, Instagram account, SSCT Bus, and holding events or activities one of them Car Free Day. This study concludes that the city branding strategy used is a marketing or promotion and event strategy, in increasing tourist visits.

Download Full-text

Peran Branding dan Desain dalam Usaha Pencitraan Identitas Bangsa

Humaniora ◽

10.21512/humaniora.v6i2.3320 ◽

2015 ◽

Vol 6 (2) ◽

pp. 162

Author(s):

Liliek Adelina Suhardjono

Keyword(s):

Case Studies ◽

Nation Branding ◽

The Internet ◽

City Branding ◽

Branding Strategy ◽

Identity Creation ◽

City Tourism ◽

The City

This research examined the role of branding and design in the process of city/nation identity creation. Recently, there are a growing phenomenon of branding within cities and/or nations. The growing competition between cities to increase the number of visitors and investors, foreign and domestics, and develop new businesses which in turn could absorb talents and manpowers was the background for the phenomenon. With the development of branding awareness, more and more cities/nations commit to a branding strategy so that they can measure the journey of their city/nation branding. This article began with a number of basic definitions about the city/nation branding concept; and then was followed by the case studies. The sources for this paper are derived from books and journals, the author’s travelling experiences, and articles from the internet regarding the city branding and city tourism.

Download Full-text