Mapping Model of City Branding Formulation In Indonesia

Abstract

Abstract-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.

Community Rules in City Branding Communication (Study on “Boyolali Smile of Java” city branding in Boyolali, Indonesia)

“…Second, the city branding process that comes from the private sector. Third, city branding that formulated jointly between the community and the government (Damayanti et al, 2017). The most important part of the success of city branding is the synergy of the three.…”

“…Apart from cities, several districts in Indonesia are also doing city branding. In 2017, Malang Regency launched the branding "The Heart of East Java" (Damayanti, Ulfah, & Rahayu, 2017).…”