THE CONCEPT OF CITY BRANDING: “THE CITY BRANDHEXAGON” APPROACH WITH EXPERIENTIAL PROVIDERS AS A TOOL FOR THE CITY IDENTITY

Abstract

This article is an application of the city branding concept proposed by Simon Anholt with a city branding measurement model called The City Brand Hexagon. The city branding concept is truly needed by a city to form a positive and memorable identity for both tourists and investors. Several studies on the implementation of city branding in big cities In Europe such as:(London, Paris, Berlin, Rome, and Madrid) have been carried out and have resulted in different city branding in each city which depending on the city needs to gain a competitive advantage . In addition, several city branding studies are also applied in Indonesia, with different results as well, it happens because there must be a harmony between the government, the local community, business people, tourists and investors so that the city branding concept can successfully create a positive city image.