Abstract
Semarang City has many identities that appear in various taglines, ranging from Semarang Kota Atlas to Semarang Rumah Kita. It has led to inconsistencies in how the city should be known. One of tagline that has been popular since 2016 until now is Semarang Hebat. Based on this condition, this research aims to expose the lack of identity of Semarang City through a summative qualitative content analysis of the tagline "Semarang Hebat" from three digital media using the Voyant Tools application. The results show that the tagline "Semarang Hebat" as public branding (city branding) is difficult to distinguish from political branding. The branding communication leads to a vague perception of which is the goal of public branding and which is the goal of political branding.
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