Research Article
City Branding As the Local Government Communication Strategy to Get Brand Positioning in Public: Case Study of the Establishment of Madiun Karismatik as City Branding of Madiun City
@INPROCEEDINGS{10.4108/eai.8-12-2018.2283845, author={Bagus Wiyono and Andre Rahmanto and Prahastiwi Utari}, title={City Branding As the Local Government Communication Strategy to Get Brand Positioning in Public: Case Study of the Establishment of Madiun Karismatik as City Branding of Madiun City}, proceedings={Proceedings of 1st Workshop on Environmental Science, Society, and Technology, WESTECH 2018, December 8th, 2018, Medan, Indonesia}, publisher={EAI}, proceedings_a={WESTECH}, year={2019}, month={6}, keywords={city branding madiun karismatik communication strategy}, doi={10.4108/eai.8-12-2018.2283845} }- Bagus Wiyono
Andre Rahmanto
Prahastiwi Utari
Year: 2019
City Branding As the Local Government Communication Strategy to Get Brand Positioning in Public: Case Study of the Establishment of Madiun Karismatik as City Branding of Madiun City
WESTECH
EAI
DOI: 10.4108/eai.8-12-2018.2283845
Abstract
This article discusses the philosophy of the establishment of Madiun Karismatik tagline as city branding of Madiun City as well as strategy in communicating the tagline to the public. The method used is the interview and document analysis methods related to the establishment of branding of Madiun Karismatik. The research findings found that Madiun Karismatik tagline was considered to be able to represent the characteristics of Madiun City such as brave, confident and charismatic with all its potential areas. It is derived from historical and potential searches owned by Madiun City and consultation with experts to determine the word that can represent the typical characteristics of Madiun City. After that, it is socialized to the people of Madiun City to get input related to the selection of the tagline. The communication strategy, in general, is implemented through two strategies namely destination strategy and publication strategy. Destination strategy is performed by publishing this tagline through local attractions/events as well as in the packaging of local products of Madiun City. The publication strategy is performed through online publication with the optimization of online media owned by the Government of Madiun and offline publication through publication media such as magazine, banner, and billboard.
