PROSES REBRANDING DALAM MENENTUKAN IDENTITAS DAERAH (DESKRIPTIF KUALITATIF BRAND JOGJA NEVER ENDING ASIA MENJADI BRAND JOGJA ISTIMEWA)

SATYA LAWILAHI RUSTANDI, NIM. 11730067 (2017) PROSES REBRANDING DALAM MENENTUKAN IDENTITAS DAERAH (DESKRIPTIF KUALITATIF BRAND JOGJA NEVER ENDING ASIA MENJADI BRAND JOGJA ISTIMEWA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Daerah Istimewa Yogyakarta is one of the regional pioneers of branding in Indonesia, in 2001 by building a brand Jogja Never Ending Asia as a region that axist in the field of tourism in the Asian region. In its development, the emergence of the need to maintain the relevance of the brand with the existing competition then the Special Region of Yogyakarta in 2014 to review and evaluate the brand so decided to do rebranding. Which then produced the concept of "brand jogja istimewa" as a new brand that replaces the brand jogja Never Ending Asia In 2015. The title of this research is REBRANDING PROCESS IN DETERMINING REGIONAL IDENTITY (Descriptive Qualitative Brand Jogja Never Ending Asia Becomes Jogja Istimewa). The purpose of this research is to find out how the rebranding process has been done by the government of Daerah Istimewa Yogyakarta in determining its regional identity. In this study, researchers using qualitative descriptive approach. The data of this research is obtained through in-depth interviews of BAPPEDA DIY as the governmental institution responsible in the process of rebranding jogja, professional branding expert, and related documentation data during the rebranding process. Then in this research, the rebranding process conducted by the government of Daerah Istimewa Yogyakarta consists of the process of repositioning, renaming, redesigning, and relaunching. Through the process of rebranding then basically appears an expectation that Daerah Istimewa Yogyakarta has a strong regional identity in the mind of the target market so that it becomes superior when compared with other regions. In general, the results of this study indicate that a special Jogja brand is a new brand for Yogyakarta Special Region that refers to the Renaissance movement of Jogja or has a language equivalent to Jogja Gumregah as a grand design of culture, which consists of nine renaissance directions, including education, tourism , Technology, economy, energy, food, health, citizen protection, spatial and environment as well as culture become the umbrella and mainstream as a new identity that is served into the minds of consumer audiences. Which is the main idea of the Governor of DIY Sri Sultan Hemngku Buwono X. Typical culture that is still awake until now is expected to attract the attention of individuals and groups to point to the Special Region of Yogyakarta and the identity contained in a special jogja brand not only offers excellence in the field of tourism, But more than that.

Item Type: Thesis (Skripsi)
Additional Information: Drs. Siantari Rihartono, M.Si
Uncontrolled Keywords: rebranding, identity of regional, Daerah Istimewa Yogyakarta
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Miftahul Ulum [IT Staff]
Date Deposited: 14 Jul 2017 14:58
Last Modified: 14 Jul 2017 14:58
URI: http://digilib.uin-suka.ac.id/id/eprint/26419

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