Vietovės prekės ženklo kūrimo koncepcijų teorinės įžvalgosStraipsnyje analizuojamos pagrindinės vietovės prekės ženklo kūrimo koncepcijos bei jų svarbiausi bruožai, pateikiami ir palyginami skirtingų vietovės prekės ženklo kūrimo koncepcijų modeliai. Straipsnyje taip pat įvardijami vietovės prekės ženklo kūrimo procesai, jų tikslai, prekės ženklo kūrimo proceso dalyviai. Atliktos mokslinių šaltinių analizės pagrindu pateikiamas vietovės prekės ženklo koncepcijų palyginimas. Raktiniai žodžiai: vietovės ženklodara, vietovės marketingas.Main concepts of place branding, the most significant features and models of different place branding concepts are presented in article. Authors present branding creation processes, highlights aims of the processes and participants involved in it. The main goal of paper is to make systematic comparison of place branding concepts. On the basis of place branding concepts analysis, comparison of place marketing, place branding and destination branding is presented.

Recently, many areas in Indonesia are making city branding. For example in 2015 Malang City launched "Beautiful Malang". In the same year, Special Region of Yogyakarta (DIY) launched "Jogja Istimewa" replaced the previous city branding "Jogja Never Ending Asia", while Surabaya City was far earlier that around 2007 launched "Sparkling Surabaya". The tagline is used as a city branding that aims to highlight the uniqueness of the region. The purpose of making city branding is aslo an effort to raise tourist arrivals to the area. The previous study of these topics focusess on the impact of city branding on tourists visit. What scholars forget about is the city branding that attracts tourists to a certain region born from a well formulation process. This paper will try to map the model of city branding in three areas. By using qualitatives methods, this paper tries to identify how the begining of branding discourse in these three areas raised, the actors that are involved, and the process of formulating city branding. This research shows three kinds of city branding formulation from three areas. First, in Malang City, city branding is made unintentionally because it was a strategy to promote tourism. Second, in Yogyakarta, local government collaborate with many actors in the process of making city branding. Third, in Surabaya city, the idea of city branding formulation born from private sector. In the end, city branding formulation is a form of local government innovation to improve the economic growth of the region.