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All Journal Kinerja International Journal of Applied Business Research
Leo Aldianto
School of Business and Management, Bandung Institute of Technology, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Journal : Kinerja

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CITY BRANDING VS. CULTURAL BRANDING: TOWARDS A THEORITICAL FOR DEVELOPING BANDUNG IDENTITY Leo Aldianto; Adi Asmariadi Budi; Grisna Anggadwita; Santi Novani; Christina Wirawan
KINERJA Vol. 23 No. 1 (2019): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v23i1.2125

Abstract

City branding is not just an image of the city but also an identity which shows the origin and character of the city. When branding is associated to marketing and advertisement of the city, image/identity shows sovereignty and pride of the city. The transformation of Indonesian government mechanism from centralization to decentralization has brought new sight of government leadership and management. Regional government like city, district, or province has almost full authority on conducting their own government. Bandung city as one of cities in Indonesia has showed its ability on conducting city branding. “Bandung Juara” as Bandung city branding could give positive impact on regional economic development through city advertisement. In the other side, the cultural identity of Bandung city does not arise along with those city branding. This study aims to identify the identity of Bandung through city branding compared with cultural branding. This research uses descriptive analysis method by analyzing synthesis literature from some previous researches and related information of Bandung city which collected and summarized to get conclusion about Bandung as branding city vs. culture branding. The finding shows that creativity and modernity are very dominant on Bandung city branding strategy. It gives positive impact on economic development, but in the other side it covers  their original culture. Sundanese culture as original culture of Bandung city did not totally supported on city branding strategy. This problem could make Sundanese culture extinct because it will be leaft behind  and replaced with modern- culture.Keywords: Bandung, city branding, cultural branding, city image, creative city, Sundanese culture
Co-Authors Adi Asmariadi Budi Febrianto Mulyawan Grisna Anggadwita Salsabila, Unik Hanifah Santi Novani Wawan Dhewanto