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

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.

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Strategi Komunikasi Branding Impressive Probolinggo untuk Menarik Wisatawan

Tuturlogi ◽

10.21776/ub.tuturlogi.2020.001.03.1 ◽

2020 ◽

Vol 1 (3) ◽

pp. 151-163

Author(s):

Bambang prasetyo

Keyword(s):

Qualitative Method ◽

Communication Strategy ◽

City Government ◽

Community Leaders ◽

City Branding ◽

Government Institutions ◽

Education And Health ◽

The Government ◽

Tourism Potential ◽

The City

Many areas in Indonesia region still have social problems such as poverty, education, and health. The problem requires the local government to conduct communication strategies by increasing regional revenues through tourism. One of the regional efforts is to attract tourists visiting, through the city branding program. This article seeks to analyze the slogan Impressive Probolinggo is related to the tourism communication strategy of the Probolinggo City Government. The data was collected through interviews with City Government institutions, community leaders, and tourist visitors in 2018. The data was analyzed using an interactive qualitative method from Miles Huberman. The results showed that the slogan Impressive Probolinggo City became a city branding the Probolinggo City Government to attract tourists. The slogan is executed through a communication strategy that includes core and field communicators, worth of mouth-based messages, diverse media platforms, and involves community engagement. The government needs to improve socialization and design a more creative and innovative communication strategy so that the tourism potential in Probolinggo city develops sustainably.

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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.

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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.

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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.

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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.

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Methodological elements to design a city branding with the use of grounded theory

Cuadernos de Gestión ◽

10.5295/cdg.191093mt ◽

2021 ◽

Vol 21 (1) ◽

pp. 125-134

Author(s):

Marleny Torres Zamudio ◽

◽

Yolanda González Castro ◽

Omaira Manzano Durán ◽

◽

...

Keyword(s):

Grounded Theory ◽

Development Strategy ◽

Endogenous Development ◽

City Branding ◽

City Development ◽

City Brand ◽

Potential Development ◽

Definition Of ◽

The City ◽

Analyze Data

City branding was established as an endogenous development strategy – the need to build the city’s own identity. This identity is reached through the study of the history, culture, economy, trajectory, products and potential development as well as the design of symbolic structures to attract investors and tourists and to create specific demands. The participation of a government entity is expected for these purposes thus encouraging those contributions from academic areas, entrepreneurs, cultural representatives including those community traditions. On the other hand, this participation should be supplemented with studies focused on the reality of the population, its history, and the actions that promoted city development. Cities and strategic associates should accompany these above mentioned entities in the purpose of designing their city branding, by building a model of participatory planning, a symbolic representation and a media plan guaranteeing that recognition as a territory with competitive values and advantages is a reality. To contribute to these goals, a methodological proposal with key elements for the design of the city brand using a research focused on quality review of documentation and grounded theory is presented. This study used Atlas Ti and VOSViewer software to analyze data. The research resulted in the precise definition of specific city branding and established strategic planning, management environment, and fundamental branding structure as those key founding elements for any particular city branding.

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Transgender Narrative in Public Service Announcement

Jurnal ASPIKOM ◽

10.24329/aspikom.v5i2.706 ◽

2020 ◽

Vol 5 (2) ◽

pp. 254

Author(s):

Anna Puji Lestari ◽

Yuliyanto Budi Setiawan

Keyword(s):

Public Service ◽

Narrative Analysis ◽

Flood Control ◽

City Government ◽

Public Works ◽

Public Service Announcement ◽

City Branding ◽

Feminine Style ◽

New City ◽

The City

After changing its city branding several times, Semarang now has a new city branding, namely "Semarang Variety of Culture." However, the city branding reaped contra from academics and cultural figures because Semarang was considered not sufficient yet in terms of representing its cultural diversity. Responding to this, the Semarang City Government and the Semarang City Public Works Department created a public service advertisement on CCTV socialization for flood control in the city of Semarang with a transgender figure as the ad star. This research was qualitative research designed with Seymour Chatman's Narrative Analysis. The research found a commodification and objectification of transgender people who imitated the feminine style of women in the advertisement. In other words, the public service announcement of Semarang CCTV socialization lowered the femininity, which is synonymous with women.The public service advertisement also violated the moral codes adopted by the majority of the Indonesian people.

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The role of leadership and communication in internal city branding

Journal of Product & Brand Management ◽

10.1108/jpbm-05-2020-2912 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Rico Piehler ◽

Ayla Roessler ◽

Christoph Burmann

Keyword(s):

Corporate Branding ◽

Brand Management ◽

Equation Modeling ◽

Brand Commitment ◽

City Branding ◽

Brand Communication ◽

Internal Branding ◽

Content Type ◽

City Brand ◽

The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

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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.

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PENERAPAN PRINSIP-PRINSIP GOOD GOVERNANCE OLEH EKSKLUSIFITAS AKTOR DI MAKASSAR

AS-SIYASAH: Jurnal Ilmu Sosial Dan Ilmu Politik ◽

10.31602/as.v6i1.3772 ◽

2021 ◽

Vol 6 (1) ◽

pp. 11

Author(s):

Ummu Habibah Gaffar

Keyword(s):

Economic Development ◽

Local Government ◽

Qualitative Method ◽

Good Governance ◽

City Government ◽

Main Argument ◽

South Sulawesi ◽

Financial Governance ◽

The Government ◽

The City

This research will further explore the practice of Good Financial Goverance (GFD), with case studies on the partnership process that took place between the city government of Makassar with PT.GMTD in managing the finances for the participation of local government capital. The research will focus on actor relationships taking place between actors involved in capital partnerships as a recipe offered by Good Financial Governance. The research used qualitative method with researcher location in Makassar South Sulawesi, Indonesia.The main argument of this study is to question the claims of Good Financial Governance, which relies on economic development issues and good financial governance by opening investment shells and the involvement of actors outside the government. For this study, the claim is completely wrong. The results of this study found that good financial governance actually gave birth to a new problem that is Exclusivity Actors. Exclusivity of actors as a consequence of the unequal amount of capital on actors involved in Good Financial Governance. Exclusion of Actors Governance impact on the limits of power between governance actors to be biased, depending on the composition of capital in partnership.Keyword : Exclusivity of Actor, Good Financial Governance, Capital Governance

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