Exploring City Branding Potential of Malang as Differentiation Method in Promotion
Keywords:city branding, differentiation, promotion
AbstractMarketing communication and promotion is the most essential thing in brand development. As a brand, Malang should apply it in order to compete with other cities, more particularly in terms of economic, social, cultural and tourism sector. Malang has potentials that will attract both visitors and investors. City branding should become one of the governmentâ€™s focus to build its brand. It is the manifestation of city marketing in which objective is to highlight its strength. Based on the researchersâ€™ observation, Malang has yet had attracting city branding composition. The objectives of the research were to collect and analyze all potential assets Malang had to strengthen its identity as a tool to formÂ city branding. It provided a suggestion to Malang City government in a form of tagline positioning and promotion strategy. The researchers developed a city branding concept for the city and came up with a tagline associated with Malang. The study used qualitative approach and in-depth interview. Based on the analysis, the researcher suggests a tagline â€œYour Home Sweet Homeâ€ as a part of Malang city branding. In addition, the researchers also proposed minor and major proposition. The minor proposition was education sector was the biggest asset Malang had. Therefore, there should be integration between the sector and other activities more particularly ones related to the culture, history and local wisdom of Malang. Furthermore, the major proposition was every city should explore its differentiation that will attract visitors and investors.
LicenseAuthors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).