CAHYANINGTYAS, June and ISSUNDARI, Sri and SAEPUDIN, Asep (2016) More Than Just a Logo, Branding and The Problem of Imperfect Policy: Locating People’s Voice in The Newly Implemented Branding of Jogja Istimewa. In: International Conference on Indonesian Social and Political Enquiries 2016, Diponegoro University.
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Abstract
This paper attempts to elucidate what makes a good branding effective by highlighting two important functions of branding as a marketing strategy in a globally interconnected world and a vision of development in delivering prosperity for the people. Using survey questionnaire, interviews, and focus group discussion, the research investigated how a place is perceived and how branding is implemented. Taking the case of Daerah Istimewa Yogyakarta, Indonesia, with its newly implemented branding, Jogja Istimewa, and highlighting the paramount of people’s voice, the paper shows that the branding Jogja Istimewa has not been able to deliver the two functions effectively due to its excessive orientation to high capital investment as well as the haphazard policy which leads to dispute of the real target of the branding itself. Based on the research taken, the paper concludes that excluding the people in the process only turns a branding into a cheesy slogan, baseless, as it is isolated from its own context. Keywords: branding, policy, Jogja Istimewa, Indonesia
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | J Political Science > JS Local government Municipal government |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | JUNE Cahyaningtyas - |
| Date Deposited: | 18 Aug 2017 05:45 |
| Last Modified: | 18 Aug 2017 05:45 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/12573 |
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