The Role of Boundary Spanner in Maintaining the Sustainability of Padang City Branding
Fitri Adona,
Sri Nita,
Yusnani Yusnani
Abstract:The lack focus on brand positioning and brand identity in Indonesia, especially in creative industries based on local uniqueness, reflects a lack of development and competitiveness. This research critically evaluates the sustainable development of Padang City city branding with a focus on the role of leaders as boundary spanners in maintaining the sustainability of city branding and building brand awareness. Although required to create uniqueness, Padang City Branding is still influenced by the previous city b… Show more
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