Meningkatkan Citra Yogyakarta Menggunakan Strategi City Rebranding

Primananda Adi Kusuma, Budhy Komarul Zaman

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT In 2015, the Special Region of Yogyakarta was doing City Rebranding with tagline Jogja Istimewa, to replace the former brand, Jogja Never Ending Asia. The City Rebranding done by Special Region of Yogyakarta has some unique characteristics, because it is done by using the concept of Citizen Branding, whereas the main target of the City Branding is no other than the citizen of Special Region of Yogyakarta. By using citizen branding, it is expected that the image of Yogyakarta will be formed inside out, according to the Kavaratzis' concept of 6 regional image forming activities, in which the citizen is a vital factor. This research is conducted because the city branding strategy implementation is of importance to improve/ameliorate regional image. This (city branding startegy) research used qualitative method in its conduct. The qualitative research specifically focuses on the use of case study method. Lincoln and Guba stated that qualitative approach, or case study approach, is a deep and detailed research about everything that is associated with the subject of the research. This research will talk about the city branding strategy that has been and will be implemented by the government of Special Region of Yogyakarta in order to fulfill the goal of Jogja Istimewa city branding, which analyzes the obstructions and impendiments, and also advises its futher development. Keywords: implementation, strategy, city branding, regional image, special region of Yogyakarta

Kata Kunci : Komunikasi Pemasaran; Branding