THE FORMULATION OF THE METHOD DETERMINE LOCAL CULTURE AS AN ELEMENT FOR BRANDING TASIKMALAYA

• Main Author: Samsul Arifin, Yopi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63099
• Institution: Institut Teknologi Bandung

The Regional leaders are trying to stand out from their competitors, trying to image their region as well as possible by implementing a branding strategy. Several cities in Indonesia have started competing to carry out branding activities for their respective regions, including the district of Tasikmalaya. Based on the previous research on branding conducted in Tasikmalaya and several cities in Indonesia, it is considered that it has not succeeded in achieving the main goal of city branding and only ending in a logo and tagline. This failure was triggered by several factors such as the lack of in-depth research, has a similar concept to other areas, less involvement of local society and tends to only be used as local government projects which not clear what happened next. Some of it is also caused there is no strong character as a design thread for the regional branding. This study identify and analyze the local culture of an area that is most appropriate to serve as an element for forming the branding with the output of creating a method of selecting and determining the branding elements of a region in an effort to form the image and positioning of the city. This study uses an exploratory descriptive method with a qualitative approach, the collecting data through literature studies and questionnaires about the general public's initial perception of Tasikmalaya. After the data has been collected, verification is carried out through interviews with the district government and cultural observers after establishing a common perception among stakeholders. The next stage is an analyze of the method determine what local culture is most suitable to reflect Tasikmalaya based on the formulation of the proposed method. From the results of the analysis, it was found that the local culture considered to reflect the Tasikmalaya is woven handicrafts. Woven is chosen on the basis of historical value. In addition, woven mendong and pandan are the superior products of Tasikmalaya which were first discovered by Singaparna craftsmen and still survive to this day.