Persada, Citra and Kesuma, Yunita and Rusmiati, Fadhilah (2019) A City Branding Framework in Regional Development Planning: The Case Study of Pringsewu Regency, Lampung Province, Indonesia. 55th ISOCARP World Planning Congress Jakarta-Bogor, Indonesia International Society of City and Regional Planners. pp. 1261-1271. ISSN 9789075524628

Citra Persada, et al_ A City Branding Framework in Regional Development Planning The Case Study of Pringsewu Regency Lampung Province Indonesia.pdf

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The city branding shows the relation of the goal of development planning and managing the city’s image that needs to be planned. The city branding is not about slogans, logos and promotional campaigns, but it have to be in program framework of the local development planning. The purpose of this paper is to identify an empirical city branding framework in Pringsewu, a historical area in Lampung Province. Therefore, this paper will devise the strategies to increase a city branding. The research consist of three main phase: desk study, field research analysis and give recommendation with city branding strategies framework. A qualitative approach is used by in-depth interviews with twelve respondent from local community figures, bureaucrats and academicians. Based on SWOT (Strength, Weakness, Opportunity and Threat) analysis of the qualitative data, the empirical programs of city branding in Pringsewu include logo and landmark. That is disengage in local development policy and planning, there is a weakness from city branding. As the result, we suggest that a bottom-up approach based on local community should be taken to developing a place brand strategies. The three elements in branding strategies accepted for Pringsewu: 1) involving and strengthen city branding in local development plan and strategies, 2) building and revitalization for branding infrastructure, 3) developing local community empowerment. A city branding could help a place to attract tourism, visitors, traders and investors then increase economic growth. The city branding can represent the community entity, geographical wideness, and potential local comodities.

Item Type: Article
Subjects: Q Science > Q Science (General)
Divisions: Fakultas Teknik (FT) > Prodi Arsitektur
Depositing User: Yunita Kesuma
Date Deposited: 05 Nov 2019 10:53
Last Modified: 05 Nov 2019 10:53

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