MORE THAN JUST A LOGO, BRANDING AND THE PROBLEM OF IMPERFECT POLICY: LOCATING PEOPLE’S VOICE IN THE NEWLY IMPLEMENTED BRANDING OF JOGJA ISTIMEWA

Cahyaningtyas, June and Sri Issundari, Sri Issundari 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: 4th International Conference on EDucation and Social Sciences, 12 May 2015, Semarang.

Text ICISPE_Sri Issundari_2016.pdf Download (1MB)

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)
Uncontrolled Keywords:	branding, policy, Jogja Istimewa, Indonesia
Subjects:	J Political Science > JZ International relations
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Dr, MHum SRI ISSUNDARI
Date Deposited:	06 Apr 2023 07:19
Last Modified:	09 Apr 2023 13:33
URI:	http://eprints.upnyk.ac.id/id/eprint/33651

Actions (login required)

View Item