scholarly journals Strategi Branding Dinas Kebudayaan dan Pariwisata Kota Malang dalam Membentuk Image Sebagai Kota Pariwisata

2019 ◽  
Vol 1 (2) ◽  
pp. 99-107
Author(s):  
Pransiskus Albet ◽  
Sulih Indra Dewi
Keyword(s):  
Qualitative Research ◽  
Brand Equity ◽  
Brand Personality ◽  
Field Research ◽  
Brand Identity ◽  
Brand Strategy ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
Beautiful City

This study aimed to find out how the branding strategy of the Culture and Tourism Agency (Disbudpar) of Malang in shaping the image of Malang as a tourism city and to know what obstacles affect the application of the branding strategy. This study used a qualitative research by analyzing the branding strategy of Disbudpar Malang. The data collection techniques carried out in field research and to obtain information and data was through interviews and documentation. The results of this study indicated that the branding strategy of Disbudpar Malang in shaping the image of Malang were as follow, first brand positioning for example by the formation of the beautiful Malang city branding, second brand identity by making the tag line and logo of beautiful Malang, third brand personality for example Malang is known as a cool city, fourth brand communication by promotion on social media events and relationships with stakeholders. The fifth startegy was brand equity for example by making beautiful destinations such as thematic villages and beautiful city parks. The constraints from the brand strategy were first, from the publication of beautiful Malang in print media was considered less reflecting the image of Malang and the presence of those who criticized the beautiful Malang logo, second there were some villages that were still less of awareness in tourism, third in terms of destinations there were lack in facilities and infrastructure, fourth the limited funds to conduct the activities or events.

scholarly journals Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri

2021 ◽  
Vol 317 ◽  
pp. 02018
Author(s):  
Nur Laili Mardhiyani ◽  
Liliek Budiastuti
Keyword(s):  
Qualitative Research ◽  
Brand Personality ◽  
Brand Identity ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Community Based ◽  
Visual Storytelling ◽  
Tourist Attractions ◽  
Tourism Sector ◽  
Tourist Village

The Covid-19 pandemic has caused a downturn in the tourism sector, especially community-based tourist attractions, namely tourist villages. One tourist village that has experienced a downturn is the Kandri Tourism Village in Semarang, which has been recorded since March 2020 that it has not received visits from group or individual tourists who wish to travel in that place. This crisis makes Kandri Tourism Village have to carry out proper branding and promotional media in order to attract tourists to visit again. The aim of this article is to implement a visual storytelling model on the @desawisatakandri Instagram account in order to increase tourist visits in Kandri Tourism Village. This research uses descriptive qualitative research methods. The results of this study indicate that through Instagram @desawisatakandri, the implementation of visual storytelling through photos and videos is a branding strategy for Kandri Tourism Village. The content uploaded in social media includes brand positioning for segmentation of tourists by group or teams. Brand identity describe on logo with the tagline “Kandri Wae”, and the Brand personality can be seen in activities that are characteristic of Kandri Tourism Village.

scholarly journals Strategi Branding Pelaku Usaha Pariwisata di Masa Pandemi

2020 ◽  
Vol 2 (4) ◽  
pp. 263-273
Author(s):  
Chotijah Fanaqi ◽  
Resty Mustika Pratiwi ◽  
Firmansyah Firmansyah
Keyword(s):  
Brand Personality ◽  
Brand Identity ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Tourist Destination ◽  
Business World ◽  
New Normal ◽  
Tourism Sector ◽  
Tourism Potential ◽  
Main Components

Abstract- The pandemic condition has made the business world sluggish. As a sector engaged in services, tourism is also affected. This is due to the government's prohibition of opening a business that has the potential to invite large crowds due to the need for physical distancing as an effort to prevent the occurrence of covid 19 transmission. However, since the enactment of the new normal, namely the period of adaptation to new habits, the tourism sector has made improvements. As one of the areas that has good tourism potential in West Java, Garut continues to make efforts to make itself a tourist destination city that is feasible and safe to visit. Besides having sufficient tourism potential, open nature-based tourism makes Garut Regency a magnet for tourists during pandemic. This study aims to determine how the Garut regency branding strategy as a tourist destination and what are the challenges during pandemic. The researcher uses the theory of branding strategy initiated by Kotler (2009) which explains that the branding strategy has three main components, namely; brand positioning, brand personality, and brand identity. The method in this research uses qualitative methods with interview, observation, and documentation techniques in data collection efforts. Abstrak- Kondisi pandemic menjadikan dunia usaha menjadi lesu. Sebagai sector yang bergerak di bidang jasa, pariwisata juga turut terkena imbasnya. Hal tersebut karena adanya larangan pemerintah untuk membuka usaha yang berpotensi mengundang kerumunan orang banyak karena perlunya physical distancing sebagai upaya pencegahan terjadinya penularan covid 19. Namun sejak diberlakukannya new normal, yakni masa adaptasi pada kebiasaan baru, sektor pariwisata melakukan pembenahan. Sebagai salah satu daerah yang memiliki potensi wisata yang cukup baik di Jawa Barat, Garut terus melakukan upaya untuk menjadikan dirinya sebagai kota destinasi wisata yang layak dan aman untuk dikunjungi. Disamping memiliki potensi wisata yang memadai, wisata yang berbasis alam terbuka menjadikan kabupaten garut memiliki magnet tersendiri bagi para wistawan di masa pandemi. Penelitian ini bertujuan untuk mengetahui bagaimana strategi branding kabupaten Garut sebagai destinasi wisata serta apa saja tantangannya di masa pandemic. Peneliti menggunakan teori strategi branding yang digagas oleh Kotler (2009) yang memaparkan bahwa strategi branding memiliki tiga komponen utama, yakni; brand positioning, brand personality, dan brand identity. Adapun metode dalam penelitian ini menggunakan metode kualitatif dengan teknik wawancara observasi, dan dokumentasi dalam upaya pengumpulan data.

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

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.    

The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity

2019 ◽  
Vol 59 (8) ◽  
pp. 1447-1463
Author(s):  
J. A. Castañeda-García ◽  
D. M. Frías-Jamilena ◽  
S. Del Barrio-García ◽  
M. A. Rodríguez-Molina
Keyword(s):  
Brand Equity ◽  
Online Communication ◽  
Brand Strategy ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Destination Branding ◽  
Strategy Type ◽  
Positioning Strategy ◽  
Online Communication Tools ◽  
Destination Brand

Today, communication is a key factor of destination competitiveness. The aim of the present study is to examine the effect of message consistency between different online communication tools on the formation of consumer-based destination brand equity (CBDBE), within two distinct brand positioning strategies (single-destination brand vs. multiple-destination brands). An experimental design is applied to manipulate message consistency (high vs. low) and the type of brand positioning strategy implemented by the destination (single vs. multiple brands). The results demonstrate that when the messages received by the tourist are highly consistent across different channels, branding strategy type exerts no differential effect on CBDBE. By contrast, when the messages present low consistency, a single destination branding strategy generates higher CBDBE than a multiple destination branding strategy. The study makes an original contribution to the literature, showing the interaction between destination branding strategy type and degree of consistency in the messages received by the tourist.

scholarly journals STRATEGI BRANDING KOTA WISATA BATU (KWB) MELALUI MEDIA INTERNAL DAN EKSTERNAL HUBUNGAN MASYARAKAT (HUMAS) PEMERINTAH KOTA BATU

2020 ◽  
Vol 9 (2) ◽  
pp. 102-110
Author(s):  
Melianus Deny Bau ◽  
Herru Prasetya Widodo
Keyword(s):  
Data Analysis ◽  
Public Relations ◽  
Word Of Mouth ◽  
Brand Personality ◽  
City Government ◽  
Primary Data ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
Government Public Relations

Abstract: Batu City is one of the well known tourist cities in Indonesia. With so many tourist destinations that are so many and interesting that make Batu City want to introduce to the world about the uniqueness of its brand Batu Tourism City (KWB). The purpose of this study was to determine the use of internal and external media of the City Government Public Relations of Batu in maintaining the branding of Batu Tourism City (KWB). This research was conducted in Batu City Public Relations and the type of research used was descriptive qualitative. Sources of data in this study are primary data and secondary data. Data collection techniques used in this study were interviews, documentation, observation. Researchers analyze the data obtained in the field with three stages carried out for processing with data analysis in the form of data analysis, data presentation and drawing conclusions. Forms of Batu Tourism City branding strategy through media carried out by Batu City Government Public Relations by utilizing internal and external media in maintaining Batu City branding as Batu Tourism City, there are three points namely brand positioning where Batu City defines Agro Tourism excellence as a distinctive feature of Batu City, the Identy brand that conducted to convey brand intentions through promoting tourism, publicizing Kota Batu activities and providing online-based services, brand personality through conducting comparative studies and community participation in the form of word of mouth. Keywords: Branding Strategy, Internal and External Media, Batu Tourism City. Abstrak: Kota Batu merupakan salah satu kota wisata yang cukup dikenal di indonesia. Dengan banyaknya destinasi wisata yang begitu banyak dan menarik sehingga membuat Kota batu ingin memperkenalkan kepada dunia tentang keunikan yang ada dengan  brand-nya Kota Wisata Batu (KWB). Tujuan dari penelitian ini adalah untuk mengetahui media internal dan eksternal Humas Pemerintah Kota batu dan juga strategi branding Kota Wisata Batu (KWB). Penelitian ini dilakukan di Humas Pemerintah Kota Batu dan Jenis penelitian yang digunakan adalah deskriptif kualitatif. Sumber data dalam penelitian ini adalah data primer dan juga data sekunder. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah wawancara, dokumentasi, observasi. Peneliti menganalisa data yang didapatkan dilapangan dengan tiga tahap yang dilakukan untuk diolah dengan analisis data berupa analisa data, penyajian data dan penarikan kesimpulan. Media Internal yang dimiliki Humas pemerintah Kota Batu seperti Majalah Panderma, Buletin Kaleodskop dan juga Televisi. Kemudia  Media eksternalnya berupa website, ATV dan juga media sosialnya. Bentuk Strategi branding Kota Wisata Batu melalui media yang dilakukan Humas Pemerintah Kota Batu dengan memanfaatkan media internal dan eksternal dalam menjaga branding Kota batu sebagai Kota Wisata Batu terdapat tiga poin yaitu brand positioning dimana Kota Batu medefinisikan keunggulan Agrowisata sebagai ciri khas Kota Batu, brand Identy yang dilakukan untuk menyampaikan maksud merek melalui mempromosikan wisata, mempublikasikan kegiatan Kota Batu dan memberkan pelayanan berbasis online, brand personality melalui mengadakan studi banding dan pertisipasi masyarakat berupa word of mouth. Kata Kunci: Strategi branding, Media Internal dan Eksternal, Kota Wisata Batu.

scholarly journals The Search of Russian National Branding Idea Under the Logic of Formation of a Multipolar Global World

2016 ◽  
pp. 61-69
Author(s):  
E A Danilova
Keyword(s):  
Defense Industry ◽  
Brand Identity ◽  
Brand Strategy ◽  
Central Theme ◽  
Branding Strategy ◽  
National Unity ◽  
National Brand ◽  
Global World

The article is devoted to the analysis of methodological fundamentals of national brand strategy forming on the identity base. A communicative branding model should have a basis as a central theme, which has a significant value for the citizens and for the international actors. The author states that the Russian national brand identity is defined by the key idea of the strong defensible state. Therefore, defense industry can be object field for national branding strategy forming. As a result branding communication may become a national unity basis and an effective state positioning.

scholarly journals Impact of Underdog Narrative Advertising Strategy on Brand Positioning and Customer Purchase Intentions

2019 ◽  
Vol 8 (3) ◽  
pp. 3208-3213
Keyword(s):  
Brand Personality ◽  
Purchase Intentions ◽  
Brand Identity ◽  
Brand Positioning ◽  
Advertising Strategy ◽  
Account System ◽  
History Survey ◽  
The Impact ◽  
Commercial Center ◽  
The Way

Straightforward idea of examples of overcoming adversity accomplished through hardships and disappointment when their rivals are against them. This idea is utilized as a vital device to assemble a solid underdog brand and furthermore to win empowering and positive shoppers. The plan to mark an organization or an item has been in presence from long back. For interfacing with the shopper's and to catch their sentiments firms attempt to reposition their brands as underdogs. Online networking has been distinguished as the key device to convey the brand identity through a persuasive narrating encircled by advertisers to catch the positive client recognition towards the brand. The examination among 100 members for the most part business visionaries, top level chiefs and furthermore purchasers was led to look at the impact of brand story technique on situating a brand and client buy goals. As per the title of the work this work was primarily pointed in breaking down and characterizing the underdog story procedure utilized for mark recognizable proof, mark identity, buy goals, for empowering the client towards an item and an administration and furthermore deciphering the viability and inclination of this brand account system among customers. The investigation effectively affirmed that Brand distinguishing proof: Most of the respondents solidly agree that underdog story technique is a viable promoting instrument utilized for mark recognizable proof as far as items and clients. Brand Personality: Most of the respondents agree to the way that underdog stories leave a more prominent stamp on mark identity among purchasers. Convincingness: Most respondents agree to the strategy that underdog stories invigorate a client's towards purchasing. Buy Intentions: Most respondents agree to the technique that Underdog is the best favored methodology used to position a brand. Adequacy and Preference: Most respondents agree to the technique that underdog stories is the best and the favored advertising system used to catch the client consideration. The primary explanation for this procedure is mark account technique mirrors a similar story of themselves whom it is uncovered. The story that attract their history survey of achievement accomplished through diligent work and assurance. Brands discovers this technique as the remarkable and the best strategy to beat the chances. What's more, the underdog story procedure has caught the primary commercial center in the present period and will be dynamic in future too.

scholarly journals Ekvilibrij korporativne marke: analiza identiteta

2018 ◽  
Vol 8 (2) ◽  
pp. 34-47
Author(s):  
Dinko Jukić
Keyword(s):  
Brand Personality ◽  
Corporate Identity ◽  
Brand Identity ◽  
Test Model ◽  
Brand Positioning ◽  
Collaborative Approach ◽  
Corporate Brand ◽  
Theoretical Approaches ◽  
Primary Model ◽  
Acid Test

The paper presents and analyses contemporary corporate brand models, brand personality constructs as well as model C2ITE. Equilibrium of the corporate brand is constituted by an integrated model of different theoretical approaches to brand phenomena. The primary model is acquired as hexagonal brand identity, as it is also a starting construct that unites the derived models. The corporate brand is causal and depends on joint communication with all C2ITE features. The corporate brand origin is the corporate identity displayed and interpreted by the ACID test model. Corporate identity is essential for several reasons: it enables further creation of the corporate brand, image and other constructs, but also because of the strategic dimension of brand positioning in consumer consciousness. The design of the brand personality is confirmed by the CBBE model dimensions. The corporate brand equilibrium is suggested by the diversification of identity, image and personality. The corporate brand must have the ability to react quickly to market changes, as well as developed collaborative approach to all participants.

scholarly journals The Role of Branding Strategy in Strengthening the Image of the Village Tourism in Bali

2021 ◽  
Vol 11 (2) ◽  
pp. 369
Author(s):  
Ni Luh Putu Agustini Karta ◽  
Ni Made Ary Widiastini ◽  
I Ketut Sutapa ◽  
Erna Wiles
Keyword(s):  
Brand Equity ◽  
Quantitative Data ◽  
Qualitative Data ◽  
Qualitative Interviews ◽  
Sampling Technique ◽  
Brand Strategy ◽  
Branding Strategy ◽  
Brand Relationship ◽  
The Village

The purpose of this study is to analyze how the tourism village brand strategy in Bali can strengthen the village’s image. The methods are descriptive qualitative (interviews) and quantitative  (survey). Eight key informants who are involved in managing the tourism village were interviewed. The sampling technique for the survey was purposive, involving 126 tourists who have visited the tourism villages. Thematic analysis was conducted for the qualitative data; whereas, multiple linear regression was used to analysed the quantitative data. The findings are brand equity and conceptual branding strategy in tourism village have been implemented, however, they need to be optimalized to strengthen the village tourism’s image. The finding from the quantitative data shows that the brand relationship significantly strengthens the image of the tourism village. This research implies that there is a necessity for tourism villages in Bali to design and implement more specific branding methods and set specific purposes so that the new positioning will distinguish them from their competitors and hence, directly strengthen the image.

scholarly journals Study of Mascot Design Character As Part Of City Branding: Malang City

2019 ◽  
Vol 11 (2) ◽  
Author(s):  
NADIA MAHATMI ◽  
Aditya Satyagraha
Keyword(s):  
Qualitative Research ◽  
Research Method ◽  
Brand Identity ◽  
City Branding ◽  
Qualitative Research Method ◽  
Branding Strategies ◽  
The City ◽  
City Identity

City branding is one of the city's efforts in projecting the image of the city's values regionally and globally. One of the important processes in city branding is to develop the characteristics and the city identity into a brand identity. Today many cities in Indonesia implemented city branding strategies and some have mascots as part of their city branding. Malang is one of cities in Indonesia that has a unique design mascot. The purpose of this study is to see how the mission and vision of Malang City was implemented in visual mascot. This research will use qualitative research method through observation, interview, and literature. This research is expected to be a reference about how to process the vision and mission of a city as a mascot as a part of city branding.

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