CITY BRANDING POLICY AND REGIONAL MARKETING IN INDONESIA

• Main Author: Nawangsari E.R.
• Format: Article
• Language: English
• Published: Russian Journal of Agricultural and Socio-Economic Sciences 2019-06-01
• Series: Russian Journal of Agricultural and Socio-Economic Sciences
• Subjects: City branding; public policy; regional marketing; regional development
• Online Access: https://rjoas.com/issue-2019-06/article_10.pdf

City branding is a form of communication that is built through a public policy that is used to market a city to form a perception of a city carried out by the relevant government. The implementation of city branding has been carried out by various countries including various regions in Indonesia. Especially with the existence of regional autonomy since 2000, each city competed to show its superiority. Various studies have been conducted to see the success of City Branding which can be measured through several related theories, such as Hexagon theory of Anholt's City branding. The purpose of this paper is to see the process of implementing city branding in Indonesia. The method used uses a qualitative approach with data sources derived from literature studies. It can be concluded that city branding policies have an impact on increasing income through the tourism sector which benefits the economy and prosperity of its people. While the problems that are often faced include the lack of participation resulting from a lack of government and community knowledge regarding the meaning, purpose, and benefits of city branding.