City Branding Strategy and Local Government Readiness

Abstract

City branding can start from extracting the potential of Indonesia's regions, which can qualify for world qualifications. Indonesia's Ministry of Tourism's policy also emphasises that the regional government must also build a brand for the region, which is in accordance with the potential and positioning of the target area in order to benefit from awareness, reputation and a good perception of a tourist destination, as well as encourage an investment climate and increase tourist visits to tourist destinations. This research is part of the 2018 Kemristekdikti PDUPT scheme research. By using FGD, an in-depth interview and observation of government officer in Kabupaten Pinrang, South Sulawesi, during February to December 2018, it is known that the regional government generally does not have sufficient knowledge about the city branding formation strategy. Therefore, it is necessary to socialise the importance of city branding for the region, as well as training to form a city branding strategy.

Reinventing Indonesia’s City Branding Strategy Through Conceptual Frameworks: Providing Ready to Use Tools for the Municipal Governments

“…In the Indonesian context of heterogenous regional autonomy, where different financial endowments and flexible budgeting can create more challenges for municipal executives (Guler, 2017;Mihardja et al, 2019;Riyadi, 2009). Indonesian cities are diverse not only through their organizational resources but also through their natural and other branding resources.…”

“…Further examination is required to determine the legality of local governments mandating external parties or specific business groups to incorporate city brand assets into their products. The municipal government plays a crucial role in mediating the political and bureaucratic coherence of city branding implementation (Guler, 2017;Mihardja et al, 2019).…”

“…As a vast archipelagic country comprised of a thousand islands (Ollivaud & Haxton, 2019), Indonesia deposited cultural diversities (Soekarba, 2018); the uniqueness of each region provides a potential for each region to build a distinctive and unique identity branding. As an agent of change, the municipal government is expected to initiate and formulate a relevant city branding strategy to create valueadded benefits for the regional industry (Mihardja et al, 2019), providing a bolder communal identity (Riza et al, 2012) and a better impact on their future sustainability (Ripoll Gonzalez & Gale, 2023). Furthermore, the nuance of the Indonesian autonomous system offers greater flexibility for local governments to promote their respective identity into regional brands (Riyadi, 2009).…”

The Combination of City Branding and Ecocity: A Critical Review of Opportunities and Challenges in Indonesia

“…The purpose of city branding is to increase the attractiveness of the city, attract tourists and investment, and improve the quality of life for city residents (Prasetya & Laksono, 2021). Some important aspects of city branding include the visual image of the city, the uniqueness of the city, people's impressions and perceptions of the city, and people's experiences when visiting the city (Mihardja et al, 2019).…”

Implementasi strategi komunikasi “Bandung Juara” sebagai bagian dari city branding Kota Bandung

“…Sukmaraga dan Nirwana menyatakan City branding diadaptasi dari corporate branding, sehingga city branding dipahami sebagai jaringan asosiasi atau persepsi di benak konsumen (turis/ investor). Oleh karena itu, city branding dapat didefinisikan sebagai jaringan asosiasi dalam benak konsumen, berdasarkan ekspresi visual, verbal dan perilaku dari suatu tempat yang diwujudkan melalui tujuan, komunikasi, nilai-nilai dan budaya umum para pemangku kepentingan (Mihardja, 2019).…”