EXPLORATION OF CITY BRANDING AS AN INSTRUMENT IN PLAN MAKING PROCESS IN BANDUNG CITY

• Main Author: Ahmad Barwanto, Lutfhi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/44185
• Institution: Institut Teknologi Bandung

City branding is the concept of promoting, marketing and or providing a brand to the city. The concept of city branding is increasingly being adopted by cities in the world in order to answer the challenges of sustainable development, urban management, and competing globally. In practice, city branding tends to be more successful when applied in a planning framework. Several studies have been conducted relating to city branding with planning that takes a substantive approach, but studies with procedural approaches are still not widely done. This study aims to explore the application of city branding as an instrument in plan making process in Bandung city. The city of Bandung chosen as a case study because it is the only metropolitan city that uses a thematic approach, which has the characteristics of branding, in formulating the spatial planning objectives in its RDTR. However, there is still a lack of clarity regarding the application of city branding in plan making process Bandung City. On the other hand, the city branding process can not be directly applied in the plan making process, because the plan making process has been regulated in laws and regulations, so the process needs to be adjusted. Exploration of the application of city branding as an instrument in plan making process in Bandung is done by applying a conceptual framework, which illustrates that the concept of city branding is an approach that is applied in the process of making the document RDTR 2015-2035, but not in the document RPJMD 2018-2023. However, this concept has not been fully and consistently applied to the planning process. There are five factors that need to be considered in implementing this concept which are: political support, information that is actively conveyed, support from universities and the private sector, an understanding of the concept in public, and consistency in political support and governance.