CITY BRANDING SEBAGAI STRATEGI PENGEMBANGAN PARIWISATA DITINJAU DARI ASPEK HUKUM MEREK (STUDI KASUS CITY BRANDING DAERAH ISTIMEWA YOGYAKARTA SEBAGAI DAERAH TUJUAN WISATA UNGGULAN DI INDONESIA)

Abstract

One of the tourism object that have special attraction is Yogyakarta, Yogyakarta is typically able to deliver persistence of Sultanate Ngayogyakarta customs and uniqueness of Javanese culture that is able to attract public attention, so it make this city as a leading cultural tourism destination in Indonesia and could boost the development of small and medium industries with the growth of creative industries in it. By carrying the slogan “Never Ending Asia”, Yogyakarta could become a thriving tourism business. Law No. 15 of 2001 on Marks have not set about city branding as one of the classes in the right brand the ca be registered to the General Directorate of Intellectual Property Right. This can be seen from the absence of definition in general terms or any information on the explanation of the Act which states city branding. Jogja: Never Ending Asia, only a brand image in the province of DIY and do not register at the Directorate Genera of Property Rights as the concept of brand in the Law No. 15 of 2001 on Branding. Viewing the conditions of tourism Indonesia and Yogyakarta that is very strategic, advice can be given for the advancement of tourism in Indonesia is to reinforce the definition of City Branding itself, namely by making changes to the Law No. 15 of 2001. Keyword: City Branding, tourism, Brand