Leveraging Brand Equity by Applying Brand Communication and Forming City Branding Based on Unique Selling Proposition (A Case of Crafts City)

Hakan I Tarman ,Arisman Ari ,Soeaidy Mohammad Soleh ,Taufik Rahmat

doi:10.20469/ijbas.5.10003-2

Abstract

The purpose of this study is to find out how the influence of a unique selling proposition on brand com- munication and city branding will build brand equity for a city. This research uses descriptive empiric. The survey was conducted in Tasikmalaya with the number of samples is 265 respondent whom they are the origin of this city, or, at least, have been dwelling this city for about two years, by using purposive sampling. The analysis used for this research is Structural Equation Modelling (SEM) where it needs to examine the influence between the Unique Selling Proposition towards Brand Communication, City Branding, and Branding Equity. The result of this research shows that the Unique Selling Proposition influences Brand Communication and City Branding. Thus, the better unique selling proposition will increase brand communication and build good city branding as the City of Crafts. Moreover, the unique selling proposition did not influence brand equity. Thus, it still can not build brand equity as well, because if the uniqueness in the proportion of sales is not communicated, it will not make the stakeholders aware that they will not even make it loyal. The results also proved that there is a strong influence between city branding towards brand equity so that it can be concluded, through the good city branding will make brand equity better. The originality of this research is by doing the observation of brand equity from a city through city branding with a unique selling proposition approach.

Highlights

The era of globalization has made cities in the world have to compete with each other
From the results of the questionnaire, it can be concluded that the unique selling proposition has an important role for the city in order to have a unique attraction that can distinguish it from other cities, the uniqueness is in the craft industry which becomes a potential opportunity for regional development in various fields such as tourism and the economy
Based on the results of the study, it is obtained the information on the results of testing the hypothesis as follows: The first hypothesis in this study suggests that a unique selling proposition or Unique Selling Proposition (USP) has a significant effect on brand communication, so testing is conducted

Summary

Introduction

The era of globalization has made cities in the world have to compete with each other. This competition is conducted to attract attention, influence, market, business & investment goals, tourists, residents, skilled labor, and organizers of various events in various fields (Van Gelder, 2008). Economics, and culture, increasingly become the focus of international competition to get funding, talent, and fame. It is important for city political and business leaders to understand their brands better, and to see how a city is seen by prospective visitors, investors, customers, and future citizens throughout the world (Anholt, 2006).

Objectives

Results

Conclusion