Title: Place branding as Bandung City's competitive advantage

Authors: Pratami Wulan Tresna; Arianis Chan; Mohammad Benny Alexandri

Addresses: Business Administration Department, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM.21, Jatinangor, KabupatenSumedang, Jawa Barat, 45363, Indonesia ' Business Administration Department, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM.21, Jatinangor, KabupatenSumedang, Jawa Barat, 45363, Indonesia ' Business Administration Department, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM.21, Jatinangor, KabupatenSumedang, Jawa Barat, 45363, Indonesia

Abstract: This study aims to see the place branding of Bandung as a competitive advantage of the city. This study uses the qualitative method to confirm place branding as Bandung City's competitive advantage. The participants in this study are people who understand the branding strategy of this city. Place branding is viewed from the dimensions of presence, place, potential, pulse and people. Results show that Bandung is renowned as a creative city that has many historical places, complete facilities, easy access and offers many interesting activities, low cost of living and varied culinary products. Bandung is also known as a friendly city. Therefore, place branding in a city will result in the popularity of various places, thereby leading people to support the management of a city to gain competitive advantage.

Keywords: place branding; creative city; tourism; competitive advantage.

DOI: 10.1504/IJEPEE.2019.099698

International Journal of Economic Policy in Emerging Economies, 2019 Vol.12 No.2, pp.182 - 189

Received: 12 Jul 2018
Accepted: 17 Oct 2018
Published online: 20 May 2019 *

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