Place Branding for the City Marketing in Architecture and Tourism. A case in Semarang City, Indonesia.

Eko NursantyDepartment of Architecture

University of 17 Agustus 1945 (UNTAG) Semarang, Indonesia.

The 11th International Symposium on Advanced Technology (ISAT-Special)Toward 2050 and Beyond Innovative Technology for Sustainable Societies.

Tuesday, October 30, 2012. Hachioji Campus, Tokyo, Japan

INTRODUCTION

Place branding is a new term encompassing nation branding, region branding and city branding.

Nation branding

Region Branding

City Branding

PLACE BRANDING

PLACE BRANDING

• Place branding is the process of image communication to a target market.

• The heightened competitive environment makes it important for places, no matter their size or composition, to clearly differentiate themselves and to convey why they are relevant and valued options.

Image

Brand image

TARGET MARKET

ASEAN TOURISM BRANDING

ASEAN TOURISM BRANDING

PLACE BRANDING CONCEPTS

• As a result of intense competition and the need for clear product differentiation, brand strategies encapsulating both tangible and intangible features have been formulated and implemented for almost everything, including places.

• In recent years the terms place brand and place branding have become a fundamental part of the marketing of nations, regions and cities. Brands are seen to add value for countries, regions, cities and their stakeholders. Among others things, they simplify users’ decision-making by affording a sense of familiarity, security and consistency (Raaf 2000).

PLACE BRANDING CONCEPTS

Place Branding

Formulas

Tangible features

Intangible features

BRANDS, PLACE AND ORGANIZATION

• Brands have an impact on both external and internal audiences.

• Acts as an interface or medium between production and consumption.

• Cities were always media that facilitated exchange between heterogeneous elements.

Behavior

Culture

organizing

Activity

BRANDS, PLACE AND ORGANIZATION

• Brands are socially constructed meaning systems.• Brands are signs, and as such they need to be interpreted to become

meaningful.

a struggle brand its homogenous silencing effects people’s interpretations

Place branding is inherently

political

BRANDS, PLACE AND ORGANIZATION

• Brands are contested because diverse groups of stakeholders in the place

• Brands are affirmed by their readers, not their authors.

The first train in Asia

THE FAMOUS CULINARY CITY FOR EVERYONE

The famous old city

CITY MARKETING

• City marketing is the promotion of a city, or a district within it, with the aim of encouraging certain activities to take place there.

• It is used to alter the external perceptions of a city in order to encourage tourism, attract inward migration of residents, or enable business relocation.

• The development of cities as a marketable product has led to competition between them for inward investment and government funding

ARCHITECTURE AND TOURISM

• culture of construction• design

Architecture

• Invest in construction and design• The function and design in such a

manner do shape the landscapes and living environments of people.Tourism

SEMARANG CITY

• Nation brand : Wonderful Indonesia.• Regional brand : Jawa Tengah more than

friendly….• City brand : Ayo ke Semarang…..

PUBLIC SPACE FOR THE CITY BRANDING

RIVERSIDE FOR THE CITY BRANDING

CITY CULINARY AREA, BRANDING ACTIVITY

THE OLD CITY, HISTORICAL BRANDING

CONCLUSION

This research is in process, and the Semarang city's brand is still process also. But, in our steps now, we will make some conclusions are :Branding is a process of soul searching.As industry is involved in the process and the

projected image should be in line with the identity of the place.