Evaluasi Branding Kabupaten Sleman

Muhammad Fuad Fajrisshobah , Ely Susanto

2015 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

City Branding is an effort to promote a region. City branding is widely used by region/cities as a means of promoting their advancement to increase their brand image on public eyes, with the hope to increase local revenues by branding this region. This region branding began to be implemented in Indonesia with the advent of Undang-undang No. 10 of 2009 about Tourism. This study discusses the City Branding conducted by Sleman Region by using qualitative data analysis that starts from an analysis of data collected in the field research. The data is either from the literature and field research. Analysis of the data in this study refers to the Kotler’s theory in creating a brand identity that is desired, such a step is setting goals, identifying the target audience for the brand, articulation of brand identity, brand promise, brand positioning against competitors, and choosing brand elements. This study also discusses how brand management is done by Sleman Region, this brand management discussion also refers to the Kotler’s theory of brand management, with stages to construct guidelines use of brand elements, brand contacts, brand visibility, brand positioning control, and consistency of the use of the brand. Branding activities are carried out by two organizations namely, Dinas Kebudayaan dan Pariwisata Kabupaten Sleman and Badan Promosi Pariwisata Sleman. The results showed that the government did not refer to Kotler’s branding concept in doing branding activities. Government knowledge in branding concept was limited to mere promotion. Indicators in the creation of brand identity and brand management are not considered. Suppression efforts which done on branding much more in promotion only. Another issue that arise is the lacks of coordination between these two organizations that have authority in branding activities, namely Dinas Kebudayaan dan Pariwisata Kabupaten Sleman and Badan Promosi Pariwisata Sleman, as a result of activities undertaken do not have the same direction. Keywords : City Branding, Brand Identity Creation, Brand Management

Kata Kunci : Branding