CITY BRANDING THE CONDITIONS FOR AN EFFECTIVE CITY BRANDING: THE CASE OF JAKARTA
LOHO, ADELINE VANESSA (Adv.: Erik Braun, Dr), Erik Braun, Dr
The importance of city branding has been discovered by cities around the world. As competition for investment and tourism grows, cities compete to attract more potential customers to the city. The subject of this conceptual paper focuses on the implementation of city branding. The purpose of this research is to know further about the necessary conditions that should be executed in order for Jakarta city branding to be effective. The methods used in this paper are literature review and case study approach. The analysis provides five propositions relate to the understanding about the concept and interpretation of city branding; the brand element which should be authentic, distinctive, and close to reality; the internal and external target groups of city branding; the management of public-private partnership and strategic planning skills; and city branding as a part of political priorities. The result shows that the implementation of “Enjoy Jakarta” brand is not effective. “Enjoy Jakarta” brand only fulfills the condition regarding the management of public-private partnership and strategic planning skills. In order for Jakarta city branding to be effective, the other necessary conditions which are also important in city branding should also being considered. There are some limitations of this paper. It is only a desk-research which uses descriptive analysis and propositions with no experiment to verify it. Therefore, further research is needed to find the most important aspects in the implementation of city branding to be effective.
Kata Kunci : city branding; place branding; branding; place marketing; city marketing
