CITY BRANDING STRATEGY FOR MUNTOK HERITAGE CITY REVITALIZATION

• Main Author: ADITYA (NIM : 29108379); Pembimbing 1: Dr. Reza A. Nasution, S.T ; Pembimbing 2: Ir. Evo S. H, RENDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19266
• Institution: Institut Teknologi Bandung

Muntok City, located on the Island of Bangka, Bangka Belitung Province, is the Capital of Bangka Barat Regency, which fully relies on the tin mining industry, managed by state-owned PT.Timah (Persero). Tbk. Known in some literature as the City of Mentok, a historical city that plays an important role in the economic, social, and political developments in the history of tin, is now being less vital. Environmental pollution, the low interest in education, slow economic growth, the loss of the younger generation, and the threat of the end of the tin era, is a major issue that will shut down Muntok City, if there's no immediate revitalization efforts done as soon as possible. Current revitalization program is not working optimally, Muntok need a city branding strategy, which integrated through a brand strategy and urbanism strategy, so the aim of the revitalization program could be achieved. A brand is a name, term, sign, symbol or design or combination of these things, which aims to identify the product or service from a company / individual in order to differentiate your products or services of companies / individuals from competitors (American Marketing Association). City branding has a similar understanding with corporate branding; both are trying to attract the attention of a wide range of different stakeholders, rather than just one type <br /> <br /> <br /> <br /> of stakeholder, as in the brand product process. Therefore, the main method conducted in this thesis is the collection of data through field surveys, <br /> <br /> <br /> <br /> interviews, and focus group discussion to produce great resonances between the users/stakeholders with the results of implementation. To prepare the implementation plan, exploration on the existing condition of the City of Muntok good brand, as well as urban design should be carried out. Then move on to arrange the planning framework of re-branding and re-design <br /> <br /> <br /> <br /> Muntok City physical condition strategy. This framework became the basis of the implementation of an integrated system between the implementation of the brand and the implementation of urban design, it would produce a city branding strategy that will be used in the revitalization program of Muntok City. City branding will be succeeded, only if the performance and imagery obtained by the stakeholders are matched and balanced between each other. The aim of the city branding in this thesis is to apply branding and urbanism strategy in order to gain brand equity, which in turn generate brand loyalty, using the CBBE pyramid model (Keller, 2003). With a great brand loyalty, this strategy is expected to have a good sustainability in order to keep the revitalization process in the track for a better development of Muntok City in the future.