Proceedings of the 15th International Symposium on Management (INSYMA 2018)

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Developing a destination brand in the context of regional and national branding strategies: a case study of brand development of Sleman District, Yogyakarta Special Province, Indonesia

Authors
Ike Janita Dewi
Corresponding Author
Ike Janita Dewi
Available Online March 2018.
DOI
10.2991/insyma-18.2018.38How to use a DOI?
Keywords
national brand, regional brand, district brand
Abstract

Developing a destination branding is one of the popular marketing strategies employed by tourism destinations. This paper describes the process of regional brand development of Sleman District, Special Region of Yogyakarta, Indonesia. As a case study, this paper offers perspectives, strategies, and guidelines for developing a regional brand that involves relevant stakeholders. The brand development processes include stakeholders' identification, situation analysis, unique selling points identification, logo and slogan development, and brand implementation strategies. Nowadays, Indonesia has national (that is, tourism brand of Indonesia) and regional brand (that is, the brand of Special Region of Yogyakarta). In such a context, there were risks that the new brand development would conflict with the existing brands and may deliver inconsistent messages to potential visitors of the destination. Therefore, this paper recommends the development of a brand hierarchy of the national-regional-district brands to establish consistency among the brands.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 15th International Symposium on Management (INSYMA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2018
ISBN
978-94-6252-475-0
ISSN
2352-5398
DOI
10.2991/insyma-18.2018.38How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

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AU  - Ike Janita Dewi
PY  - 2018/03
DA  - 2018/03
TI  - Developing a destination brand in the context of regional and national branding strategies: a case study of brand development of Sleman District, Yogyakarta Special Province, Indonesia
BT  - Proceedings of the 15th International Symposium on Management (INSYMA 2018)
PB  - Atlantis Press
SP  - 153
EP  - 157
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-18.2018.38
DO  - 10.2991/insyma-18.2018.38
ID  - JanitaDewi2018/03
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