1. ADVERTISING A BRAND
THE ROLE OF
CITY BRANDING
lia s. Associates

2. THE ROLE OF CITY BRANDING
Understanding
“City Branding”

3. THE ROLE OF CITY BRANDING
Hajj Trip

4. THE ROLE OF CITY BRANDING
Kuta Beach

5. THE ROLE OF CITY BRANDING
Kangaroo

6. THE ROLE OF CITY BRANDING
Pyramids

7. THE ROLE OF CITY BRANDING
Perfume &
Fashion

8. THE ROLE OF CITY BRANDING
The basic capital of "City Branding":
+ Real Object
+ Unreal Object

9. THE ROLE OF CITY BRANDING
Case Studies 1
Hajj → Mecca
Religious Background (OTN)
Historic Buildings (ON)

10. THE ROLE OF CITY BRANDING
Case Studies 2
Kangaroo → Australia
Unique Fauna (ON)

11. THE ROLE OF CITY BRANDING
Case Studies 3
Kuta Beach → Bali
Natural Beauty (ON)
Unique Community Culture (OTN)

12. THE ROLE OF CITY BRANDING
Case Studies 4
Pyramids → Egypt
Historical Background (PTN)
Ancient Architecture (ON)

13. THE ROLE OF CITY BRANDING
Case Studies 5
Perfume & Fashion → Paris
Community Lifestyle (OTN)

14. THE ROLE OF CITY BRANDING
The basic capital of "City Branding":
+ Real Object (ON) can be held
+ Unreal Object (OTN) cannot be held

15. THE ROLE OF CITY BRANDING
The Importance of
“City Branding”

16. THE ROLE OF CITY BRANDING
If “City Branding” is managed properly,
it will show:
+ VALUE
+ INFLUENCE

17. THE ROLE OF CITY BRANDING
VALUE
+ City Foreign Exchange
+ Resident Income
+ Healthy Economic Turnover
+ Support the Whole Country

18. THE ROLE OF CITY BRANDING
INFLUENCE
+ Residents' Self-Esteem
+ Shared Pride
+ Be a Positive Example for Other Cities
/ Regions, Even for Countries

19. THE ROLE OF CITY BRANDING
The Goals of
“City Branding”

20. THE ROLE OF CITY BRANDING
Locals
+ Professional
+ Investors / Local Entrepreneurs
+ Officials & Government
+ Trained & Untrained Workers
+ etc.

21. THE ROLE OF CITY BRANDING
Newcomers
+ Business & Industry Entrants
+ Foreign Investor/Entrepreneur
+ Conference Participants, etc
+ Non-Business Entrant
+ Tourist

22. THE ROLE OF CITY BRANDING
Export
+ Export Potential Resources
+ Goods and services
+ Domestic 'export' market
+ International 'export' market

23. THE ROLE OF CITY BRANDING
Industry
+ Home Industry
+ Labor Intensive Heavy Industry
+ High-tech Industry
+ Service Industry
+ Businessman

24. THE ROLE OF CITY BRANDING
5 Steps of
“City Branding”

25. THE ROLE OF CITY BRANDING
STEP 1: Look for Potential
that already exists in your city.
Hajj → Mecca
Religious Background (OTN)
Historic Buildings (ON)

26. THE ROLE OF CITY BRANDING
From God + Historical Value. It's Been There For A Long Time.
Yogyakarta & Keraton & Borobudur

27. THE ROLE OF CITY BRANDING
From God + Historical Value. It's Been There For A Long Time.
A similar strategy is used by:
Italy & Vatican

28. THE ROLE OF CITY BRANDING
STEP 2: Create Potential
for your city, if needed.
Pyramids → Egypt
Historical Background (PTN)
Ancient Architecture (ON)

29. THE ROLE OF CITY BRANDING
Unique History & Architecture Created by Ancestors.
A similar strategy is used by:
China & Great Wall

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Pure Created by Humans.
For Example, Eiffel Tower & Fashion Event.
Similar Strategies Are Used By:
Singapore & Lion Statue

31. THE ROLE OF CITY BRANDING
Pure Created by Humans.
Looking for something different from other regional specialties.
A similar strategy is used by:
Japan & Sushi & Kimono & Sakura

32. THE ROLE OF CITY BRANDING
STEP 3: Develop a City Branding Strategy
In developing a City Branding strategy,
the objectives are to establish:
1. Time stages & targets
+ What target do you want to achieve?
+ In what period of time?
TIPS:
Set basic goals first.
Make timeframes efficient & reasonable.
2. Clear division & jobdesk

33. THE ROLE OF CITY BRANDING
In developing a City Branding strategy,
the objectives are to establish:
1. Time stages & targets
2. Clear division & jobdesk
+ To achieve the target, what divisions need to be formed?
+ What are the goals & duties of the division?
TIPS:
Avoid the accumulation of jobdesk and divisions
Engage “City Branding” goals

34. THE ROLE OF CITY BRANDING
STEP 4: Do it!

35. THE ROLE OF CITY BRANDING
STEP 5: Communicate Your City Branding!
Without communication, City Branding targets will not know,
let alone understand City Branding Strategy.
Without understanding, City Branding goals will not be able
to carry out your City Branding strategy and support you!

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lia s. Associates