Analysis Branding Bandung City

Nurbasari, Anny (2016) Analysis Branding Bandung City. International Journal of Economic Research, 13 (8). pp. 3655-3680. ISSN 0972-9380

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Abstract

Place Branding can be defined as the planning and execution of the entire process of creating, maintaining and/or developing the perception of a city existence, potential customers and other stakeholders, aimed at influencing the attitude of spatially customers, which will benefit the development and growth of sustainable cities, and focus on the value of the city as a whole. Device to carry out urban management called city branding. The implementation of city branding strategy implemented by local governments and stakeholders as the principal designer of city development actors, using the positioning phrase, slogan, symbol, icon, exhibitions, and various other media widely known (high awareness). This research aims to develop criteria for the identity of Bandung city with unique characteristics that can be used as a branding Bandung, in particular regarding the slogan, logo and symbol corresponding perceptions and expectations of stakeholders, and the public so as to give an identity to a city that has a character. The method used in this study is descriptive and qualitative, in the form of Focus Group discussion (FGD) involving various stakeholder groups were divided into three groups, namely: community; businessmen; and visitors. Based on the potency and differentiation owned by the city of Bandung, positioning the ideal is "The Admired service city in Indonesia", while the slogan that matches the asset Cities and brand strength Bandung, recommended is the "Business and Leisure”. By symbol depicts one that Angklung Sundanese arts community, business activities and appropriate mountain morphology the city of Bandung.

Item Type: Article
Uncontrolled Keywords: City Branding, Slogan, Logo, Symbol
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Perpustakaan Maranatha
Date Deposited: 12 Mar 2019 08:51
Last Modified: 12 Mar 2019 08:51
URI: http://repository.maranatha.edu/id/eprint/25957

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