Strategy for Strengthening City Branding in Regional Development Planning, Case Study: Palembang City, South Sumatra, Indonesia

DOI

10.2991/978-94-6463-475-4_20How to use a DOI?

Keywords

Branding; City; Regional; Planning; SWOT; Palembang

Abstract

The Palembang City Government established “Charming Palembang” as the city branding for the City of Palembang. In implementation, “Charming Palembang” has not yet become a strategy in shaping the identity and image of the city. This study aims to identify the positioning of “Charming Palembang” in shaping the identity and image of Palembang City. The analysis of “Charming Palembang” is based on the city’s branding strategy framework and determined strategies for strengthening “Charming Palembang” related to regional development planning. The research method used is a qualitative descriptive research method based on a case study with a quantitative approach. The data analysis methods used are Likert Scale Analysis and SWOT Analysis. The results of the study explain that the “Charming Palembang” positioning is used as a strategic step in order to build competitiveness and market Palembang City (City Branding Palembang). Based on the city branding strategy framework, the position of “Charming Palembang” already represents the city branding strategy framework, namely Vision and Strategy, Infrastructure, Cityscape and Gateways, and Opportunities. Meanwhile internal culture, local communities, synergies and communication have not represented the strategic framework of city branding. The strategy for strengthening “Charming Palembang” related to regional development, namely the need: (1) to increase the role of local communities and stakeholder support, (2) to increase the construction and development of supporting infrastructure facilities and infrastructure arrangements, (3) to improve management, marketing, and partnerships and (4) improving communication intensively in order to disseminate information in the introduction and marketing of “Charming Palembang”.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Akhmad Hamdi Asysyauki
AU  - Citra Persada
AU  - Muhammad Irfan Affandi
PY  - 2024
DA  - 2024/08/02
TI  - Strategy for Strengthening City Branding in Regional Development Planning, Case Study: Palembang City, South Sumatra, Indonesia
BT  - Proceedings of the 1st International Conference on Industry Science Technology and Sustainability (IConISTS 2023)
PB  - Atlantis Press
SP  - 226
EP  - 241
SN  - 2352-5401
UR  - https://doi.org/10.2991/978-94-6463-475-4_20
DO  - 10.2991/978-94-6463-475-4_20
ID  - Asysyauki2024
ER  -