BANDUNG, TEL-U – There are at least three factors should take as consideration when branding the city. First, mythology – history up to the myths which exist in the city. Second, The Mundane – everyday life of the city, and the third, Visio – an expectation plan by holding of city branding.
It was submitted by City Branding Expert, Ismail Reza in City Branding seminar on “Screening Project City Branding Marketing Communication 2014” which held in the Hall of Kawalusu Building 4th floor, School of Communication and Business, Friday (22/4).
Reza said that a city cannot simply be squeezed into a tagline and logo, there should be in-depth research and not based on general knowledge only. “City branding is not only talking about make the new things, but find a precious things which already exists in the city,” said Reza.
In addition to seminars, the event also featured a number of students’ works from Communication Studies FKB Tel-U class of 2014. Those works are final assignment of Brand Management course. Each class presented their small research on city branding during one semester.
Indra Pamungkas, SS., MSi as a Brand Management lecturer said that 2016 is the first time for Brand Management Course students to apply a branding on city. “Indonesia has many potential cities which is poorly communicated. So, led by that reason, our lecturer’s team introduce the students to city branding and encourage them to work on it, “said Indra.
The works included “Glow of the East” about the city of Tual, “Hidden Paradise of Minang” about the city of Painan, “Borneo’s Paradise” about the city of Tanjung Redeb, “The Clouds City” about the city of Ruteng”, “A Charming Luwuk” on the city of Luwuk, and “The Beautiful Bau Bau” on the city of Bau Bau. The cities were chosen because of less promoted and just few people who knew about those beautiful cities.
All presentation then assessed and commented by the team of Brand Management lecturer as well as by Ismail Reza. The scoring result decided “The Clouds City” on city of Ruteng became Best of The Best works. (Purel / EAD)