Towards Branding Kupang City: Local Community Perception

DOI

10.2991/assehr.k.220301.031How to use a DOI?

Keywords

Local community; city branding; Kupanng City

Abstract

This study aims to examine the perception of the local community in terms of branding the city of Kupang in the Nusa Tenggara Timur (NTT) of Indonesia. The absence of related studies created a gap for this research to be conducted. We used a descriptive qualitative approach to identify and describe peoples’ perceptions towards the efforts of city branding in the formation of the city branding of the city of Kupang by employing in-depth interviews conducted with 20 informants consisting of city government officials, community leaders, influencers, and entrepreneurs in the creative economy sector. The results of the study present five indicators related to “KASIH” as the motto of of Kupang City representing the vision and missions of the City. “KASIH” encompasses creation, secure, healthy, beautiful, and harmony. Results present the extent to which each indicator making up the “KASIH” motto that is prominent to represent the city, as well as the necessary efforts that are required to be taken in order to improve brand awareness. This research is contended useful and contributes both theoretically and practically in regards to city branding, particularly that of Kupang City in NTT Province.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Imelda Regina Pellokila
AU  - Lorens Riwu
AU  - Melky Kabu
PY  - 2022
DA  - 2022/03/04
TI  - Towards Branding Kupang City: Local Community Perception
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
PB  - Atlantis Press
SP  - 188
EP  - 193
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220301.031
DO  - 10.2991/assehr.k.220301.031
ID  - Pellokila2022
ER  -