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Eko Nursanty Department of Architecture University of 17 Agustus 1945 (UNTAG) Semarang, Indonesia.
INTRODUCTION
Place branding is a new term encompassing nation branding, region branding and city branding.
Nation branding
Region Branding
PLACE BRANDING
City Branding
PLACE BRANDING
Place branding is the process of image communication to a target market. The heightened competitive environment makes it important for places, no matter their size or composition, to clearly differentiate themselves and to convey why they are relevant and valued options.
Image
TARGET MARKET
Brand image
Tangible features
Formulas
Place Branding
Behavior
Activity
Culture
organizing
a struggle brand
its homogenous
silencing effects
peoples interpretations
CITY MARKETING
City marketing is the promotion of a city, or a district within it, with the aim of encouraging certain activities to take place there. It is used to alter the external perceptions of a city in order to encourage tourism, attract inward migration of residents, or enable business relocation. The development of cities as a marketable product has led to competition between them for inward investment and government funding
Architecture
Tourism
Invest in construction and design The function and design in such a manner do shape the landscapes and living environments of people.
SEMARANG CITY
Nation brand : Wonderful Indonesia. Regional brand : Jawa Tengah more than friendly. City brand : Ayo ke Semarang..
CONCLUSION
This research is in process, and the Semarang city's brand is still process also. But, in our steps now, we will make some conclusions are :
Branding is a process of soul searching. As industry is involved in the process and the projected image should be in line with the identity of the place.