Bogor City Rebranding Strategy in the Marketing Communication Perspective (Case Study of Bogor City of Buitenzorg "Safe, Free and Comfortable City" Become Bogor "Smart City, Green City and Heritage City")
Riyodina G. Pratikto
FIKOM-Universitas Budi Luhur, Jakarta
Abstract
Bogor City Government is developing a strategy to rebrand by strengthening the citys identity from the one before Bogor Buitenzorg City "Safe, Free and Comfortable City" to "Bogor Smart City, Green City and Heritage City" Rebranding Bogor City needs to be done because because of the results of city branding before it was considered not maximal. The city of Bogor is considered a comfortable city, but it is also accompanied by social disturbances. Rebranding is the concept of giving brands to cities, not apart from the marketing communication process. Marketing communication is used to determine the target, ensuring that the right media so that the message can be accepted by the community and giving a brand to a city can be realized, inherent in the minds of the community both inside the city and outside the city. The purpose of this study was to find out the rebranding strategy of Bogor City through marketing communication. In addition to find out the barriers of the Bogor City rebranding strategy through marketing communication, and find out solutions to overcome the obstacles to Bogor Citys rebranding strategy through marketing communication. This study uses the concept of marketing communication, city branding, and city rebranding. The research method used is a case study. The results of this study are 1) The stages of rebranding carried out include: Select a Name and Symbol, Creat awareness or brand identity, Position the brand, Create a brand image and Create trust. The application of each stage refers to the potential of the city of Bogor, namely the potential of nature, the arts and culture and making activities involving the community; 2). Rebranding barriers are more to the peoples mindset that must be changed, because they are accustomed to previous behavior patterns where order is less than optimal; 3) The solution taken by Humas dan Protokoler is to continue carrying out activities that involve the community on an ongoing basis.
Keywords: city, communication, marketing, branding, rebranding
Topic: Communication