STUDY OF THE USE OF MASCOTS AS PART OF MALANG CITY BRANDING (CASE STUDY: OSI AND JI)
City branding is one of the city's strategies to display uniqueness so that it is easily recognized and as a differentiator between a city. Currently, many cities in Indonesia have implemented a city branding strategy and some have mascots as part of their city branding . Malang is one of th...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/56890 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | City branding is one of the city's strategies to display uniqueness so that it is easily recognized
and as a differentiator between a city. Currently, many cities in Indonesia have implemented
a city branding strategy and some have mascots as part of their city branding . Malang is one
of the cities in Indonesia that use the mascot as part of a strategy of city branding the
city . The mascots were named Osi and Ji (Osiji). Osiji which is the official mascot of the
Malang City government and is 5 years old. However, the current popularity of Osiji can be
said to be low and even tends to disappear.
This research is a study that examines the Osiji mascot in terms of its
application. This study discusses the use of the Osiji mascot as part of the city
branding strategy of Malang City and how the visual perception arises from the application of
the mascot. The purpose of this study is to identify and explain the use of the Osiji mascot as
part of the city branding of Malang City and to identify and explain the visual perception
created by the application of the Osiji mascot . This research is a descriptive qualitative
research with a case study based approach . The theory used in this research is Anholt's city
branding theory and Gestalt's theory of visual perception .
The final result of this research shows that the ineffective use of the Osiji mascot as part of
the city branding in the city of Malang causes the low popularity of Osiji . The inadequacy of
the use of the mascot can be seen from the minimal presence of the Osiji mascot at iconic
locations in Malang City and other locations that are tourist destinations. The visualization of
the application of the Osiji mascot which seems to ignore the design principles and the lack of
visibility of the Osiji mascot contributed to the failure of the Osiji mascot in conveying the
message of its existence as part of the city branding of Malang City- |
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