Positioning brand of a satellite city through spatial and perceptual computing: the case of Indonesia's New Capital transition

City branding is linked to social inclusiveness in two ways. First, the study compares residents’ perception of city branding attributes in two Australian satellite cities. Second, the study analyses whether the city brand meaning differs across socioeconomic groups. In a quantitative research design, data were collected from two Australian satellite cities using a mail survey. Data analysis compared three socioeconomic groups in terms of city brand perceptions and city brand associations. The first finding and contribution is that all socioeconomic groups have similar perceptions of the city brand image. The second finding and contribution reveals a particular city brand configuration for the disadvantaged group. Their city brand is more materialistic and functional, emphasising business vibrancy, markets and public transport, compared with a more abstract symbolic meaning that emphasises social bonding and nature for the more socioeconomically advantaged groups. The article is one of the first to link city branding and social inclusion. Apparently, it is the first to identify social inclusion in terms of socioeconomic groups. We identify two Chinese satellite cities that could use our knowledge to reduce the stress of future growth challenges.

City branding is very important for the growth and marketing of cities. Urban planning, visual communication, and graphic design are used to build a distinctive city identity that represents its values ??and goals. This research examines how city branding improves local economies and competitiveness around the world and how physical and non-physical variables shape city identity over time. This research examines city branding, city identity, and 'place fuzziness' using a comprehensive literature review. The aim of this research is to find out how the form of city identity, especially in tangible terms, supports city identity so that branding of a city can be achieved from an architectural and urban design perspective. The research results show that city branding can attract investment and tourists and strengthen the character and attractiveness of the city. A complex combination of physical and non-physical components forms a city's identity, which underlies city branding. This research also emphasizes the need to resolve 'place fuzziness'—unclearness of a place's identity or function—to improve city branding. This research suggests that city planners and marketers must work together to ensure that physical development and social activities promote a city's identity, eliminate ambiguity, and improve its image. Creating a vibrant and sustainable city image requires integration and strategic planning in city branding and identity management.

Aim/Purpose: This research aims to identify the key components of Suzhou’s city brand, evaluate the effectiveness of its integrated marketing communication (IMC) strategies, and propose actionable initiatives to enhance the city's global brand identity. By addressing these objectives, the study seeks to strengthen Suzhou’s position as a cultural and economic hub, providing practical recommendations for policymakers and marketers to improve its global recognition and appeal. Introduction/Background: City branding has emerged as a critical strategy for fostering economic growth, cultural prominence, and tourism development. Suzhou, known for its rich history, cultural heritage, and robust economic profile, faces the challenge of effectively positioning itself as a global city in a competitive international landscape. This study focuses on leveraging Suzhou’s unique assets to strengthen its city brand through strategic IMC initiatives. The research highlights the need to balance tradition with innovation to attract international audiences and investment by aligning the city's historical and cultural identity with contemporary marketing practices. Methodology: This qualitative case study explored Suzhou’s city brand and integrated marketing communication (IMC) strategies through primary and secondary data collection. Primary data consisted of in-depth interviews with 15 tourism brand managers from Suzhou’s cultural tourism industry, selected for their expertise in IMC and branding initiatives. Semi-structured interviews were conducted face-to-face with audio recordings (with consent) and supplemented by notes. Secondary data included reports, academic studies, and official documents, providing historical and contextual insights. Thematic analysis identified patterns within the qualitative data, supported by triangulation to ensure reliability and validity. Member checking allowed participants to review and verify interpretations, further enhancing credibility. This approach revealed both strengths and areas for improvement in Suzhou’s branding strategies. Findings: The study revealed that Suzhou’s city brand is anchored in four primary pillars. First, its rich historical and cultural heritage, characterized by well-preserved ancient architecture, classical gardens, and vibrant traditions, forms the cornerstone of its identity. Second, the city’s economic strength and market potential, driven by thriving industries and an innovation-focused economy, establish it as a regional economic powerhouse. Third, Suzhou’s high quality of life, combining urban conveniences with natural beauty, significantly enhances its appeal as a livable destination. Lastly, its diverse tourism resources, including UNESCO World Heritage sites and picturesque waterways, position Suzhou as a premier destination for both domestic and international tourists. To strengthen its brand, Suzhou has implemented effective IMC strategies. Social media campaigns promote cultural events, festivals, and tourism packages on platforms like WeChat, Weibo, and Instagram. Online advertising leverages targeted ads to reach global audiences, while promotional events such as trade shows, cultural festivals, and business forums showcase the city’s strengths. These initiatives have significantly bolstered Suzhou’s brand recognition, increased tourism, and enhanced its global reputation. Despite these successes, challenges persist. Inconsistent branding messages across platforms dilute the city’s core identity, while limited use of certain digital platforms and insufficient engagement with international audiences restrict Suzhou’s outreach. Addressing these challenges is crucial to solidifying its global brand presence. Contribution/Impact on Society: This research contributes to the field of city branding and marketing communication by providing actionable insights into how cities can leverage their unique assets to enhance global recognition. The study highlights how cities like Suzhou can integrate their cultural heritage, economic strengths, and tourism resources to create a compelling city brand. It also addresses challenges such as inconsistent messaging and underutilization of digital platforms, offering recommendations for improvement. For policymakers and marketers, the research underscores the importance of coordinated strategies for sustainable urban development, attracting investment, tourism, and talent, and ensuring long-term economic and cultural growth. Recommendations: To further enhance Suzhou’s city brand, it is recommended that a stronger synergy between online and offline marketing efforts be developed, a cohesive and unified visual identity be established, and marketing activities across various communication platforms be integrated. Additionally, existing challenges in marketing implementation should be addressed by focusing more on Suzhou’s cultural heritage, drawing inspiration from global best practices, and targeting specific audience segments, all of which would significantly strengthen Suzhou’s brand identity and appeal. Research Limitation: The study is limited by its qualitative approach and the relatively small sample size of 15 informants, which may not fully capture the diversity of perspectives on Suzhou’s branding efforts. Furthermore, the research focuses exclusively on Suzhou, making it less applicable to cities with differing cultural, economic, or social contexts. Future Research: Future studies should explore the long-term effects of IMC strategies on city branding through longitudinal research, offering insights into strategy evolution and sustained impact. Quantitative approaches could confirm variables in city branding and IMC, enabling a more robust analysis. Additionally, research on audience segmentation using demographic, behavioral, and psychographic data can enhance tailored marketing strategies. Comparative studies across cities could also identify best practices and innovative approaches to city branding.

Many cities are striving to establish distinct identities that have a strong impact both within their local communities and on the international stage. City branding derived from the nearby vernacular settlements has become a strategic method for urban areas to differentiate themselves by emphasizing their distinctive cultural, historical, and social resources. However, often, how to develop city branding, attract tourists through creative tourism, and preserve cultural heritage have been examined independently and not in conjunction with one another. Furthermore, the issues about how to develop creative tourism to support city identity, city branding, and city image are limited. This review article investigates constructing city branding by engaging cultural identity of associated vernacular settlements through creative tourism. The research employs a systematic literature review as a method. It comprised 104 articles from databases that included Scopus and Google Scholar. The papers were subjected to a thorough examination by the VOSviewer program employing content analysis to classify them into four clusters: 1) vernacular settlements, 2) creative tourism, 3) city branding, 4) city identity and city image. It concludes that vernacular settlements have a significant relationship with the identity and image of a city, which may be used to attract and engage different audiences through creative tourism and powerful city branding. A variety of strategies, including architectural preservation, cultural promotion, creative tourism, city identity, traditional crafts, marketing, and community involvement, are used when integrating vernacular settlements into city branding. Cities could construct a unique and genuine brand that draws tourists, encourages community pride, and promotes sustainable growth by utilizing these components. This review article provides insights and possibilities into the creative strategies that cities can adopt to foster a sense of place and identity, enhance their appeal on both national and global stages, and increase the city economy.

City branding: A facilitating framework for stressed satellite cities

The cruciality of a logo for city branding interests is comparable to the need for seriousness in the design process. Several studies have stated that the main problems with city brand logo design methods are: the ineffective involvement of local communities, and the low understanding that city branding is more than just designing a logo. This study aims to formulate a city brand logo design method that (1) involves local communities and (2) is connected to the overall city branding process. To that end, a study was conducted on city branding theory, brand personality, city brand visual identity, including case studies of city brand logo design in Indonesia. The city brand logo design method formulated here is divided into the idea search stage (research, brand personality exploration, city branding concept) and the visualization stage (testing preferences for logo types and their visual elements). At each stage, community involvement is carried out through questionnaires while the design team plays a role in designing alternatives for the community. This proposed method is able to facilitate collaboration between designers and the community in designing the city's visual identity, as well as providing branding output that is (not only a logo and slogan, but) integrated with the brand's personality, core ideas, and all strategies that play a major role in implementing city branding as a whole.

Purpose. The article considers and analyzes the main definitions of the concept of «City brand». The main reasons that explain the need to create a city brand are given, among which the main ones are: increased competition, urbanization of cities, development of Tourism, self-government and local financing. The relationship between the city's brand and its identity is analyzed. The main parameters that measure the strength and weakness of the city's identity and the level of local identity to one degree or another are presented. Methodology. It is determined that despite a significant number of scientific developments, questions about the theoretical content of the definition of «City brand» and the formation of components of the city brand remain debatable. For a more detailed analysis, the city of Kremenchuk was taken. This city has a strong industrial and economic potential, which is characterized by a high level of development of heavy industry and a variety of industries, industries and activities. Industry plays an important role in the development of the city of Kremenchuk. The leading industries of the city are: oil refining and chemical, mining, Mechanical Engineering, Food and light. Results. In the course of the research, the concept of the city brand was considered. The study revealed what an important role it plays in our lives. The differences between the brand and the city's identity were considered. Originality. The functions of the brand and the goals of its promotion are investigated. It is established that the formation of an optimal organization for the development of marketing Territories allows you to create a positive image of the territory, ensure its attractiveness (investment and tourism); more efficiently use its internal potential due to trust in the authorities as the main carrier of a positive image of the territory; develop and implement a consistent marketing strategy for the socio-economic development of the territory. Practical value. The prospects for further research are to assess the economic potential for forming the territory's brand (using the example of the city of Kremenchuk). The main tasks and activities that are being implemented in the city of Kremenchuk, and which can be effective on the way to creating a high-quality and effective delirium of Kremenchuk, are analyzed.

City branding is not just an image of the city but also an identity which shows the origin and character of the city. When branding is associated to marketing and advertisement of the city, image/identity shows sovereignty and pride of the city. The transformation of Indonesian government mechanism from centralization to decentralization has brought new sight of government leadership and management. Regional government like city, district, or province has almost full authority on conducting their own government. Bandung city as one of cities in Indonesia has showed its ability on conducting city branding. “Bandung Juara” as Bandung city branding could give positive impact on regional economic development through city advertisement. In the other side, the cultural identity of Bandung city does not arise along with those city branding. This study aims to identify the identity of Bandung through city branding compared with cultural branding. This research uses descriptive analysis method by analyzing synthesis literature from some previous researches and related information of Bandung city which collected and summarized to get conclusion about Bandung as branding city vs. culture branding. The finding shows that creativity and modernity are very dominant on Bandung city branding strategy. It gives positive impact on economic development, but in the other side it covers their original culture. Sundanese culture as original culture of Bandung city did not totally supported on city branding strategy. This problem could make Sundanese culture extinct because it will be leaft behind and replaced with modern- culture.Keywords: Bandung, city branding, cultural branding, city image, creative city, Sundanese culture

The place branding as an integral part of competitive place development strategy became a topic for municipalities and cities of Latvia relatively recently, at the beginning of 2000. In particular, the issue of place identity exploration in Latvia has become a key subject, linked to the sustainable demonstration of the attractiveness of the place, narration of unique benefits in order to increase place’s economic value and social welfare in behalf of place residents and other stakeholders. The author seeks answers to a range of interdisciplinary research questions related to the topic of place branding - how to create a place brand identity that is relevant to place residents and express the sense of place (identity); what are the main conditions of place brand development and what intangible and/or tangible attributes of identity provide convincing place brand identity narratives? The empirical part of the article is based on the methodology of qualitative research, in-depth semi-structured interviews with Latvian place branding experts, and analysis of the content of brand identities of Latvian cities and municipalities. The research insight was how place branding as a strategic marketing process is mastered by the local municipality and involved stakeholders, provides a critical view on the local practices, and strengthens the appreciation of the importance of place brand identity narratives.

Creative economy is not only contributed toward social welfare but also creates identity. This case study takes place in Kendal Regency Central Java Province. the purposes of this study are to observe the creative economy landscape, to give initial data and conceptual input for the Kendal Regency Government to conceptualize their city branding. As exploratory research, this research is using mixed methods. Quantitative descriptive data was gathered by the survey on the creative economy subsectors. Qualitative data were taken from non-participant observation, semistructured interviews, and literature review. This exploratory study found that 10 of 16 creative economy subsectors have existed in Kendal Regency. Visual communication design; product design; film, animation, video; photography; craft art; culinary; fashion; art performance; and music. These clusters can be used as city identity to formulate city branding, especially the craft art; culinary, film, animation, video; and art performance. Unfortunately, these potential resources were not involved on city branding created by the local government. In symbolic interactionism, people and their environment influence each other in culture-making processes. And so, in the processes of city branding. All the elements of the city should be in synergy to make a city branding. Bit it is not found in Kendal Regency. __________The original draft of this article has been presented at the 6th International Conference on Social and Political Sciences (ICoSaPS) 2020, Strengthening Resilient Society in The Disruptive Era, Surakarta, October 7-8th, 2020.

City branding is one of the city's efforts in projecting the image of the city's values regionally and globally. One of the important processes in city branding is to develop the characteristics and the city identity into a brand identity. Today many cities in Indonesia implemented city branding strategies and some have mascots as part of their city branding. Malang is one of cities in Indonesia that has a unique design mascot. The purpose of this study is to see how the mission and vision of Malang City was implemented in visual mascot. This research will use qualitative research method through observation, interview, and literature. This research is expected to be a reference about how to process the vision and mission of a city as a mascot as a part of city branding.

Place branding as an integral part of competitive place development strategy became a relevant topic for urban and rural municipalities in Latvia relatively recently, at the beginning of 2000. In particular, the issue of narrative exploration of place identities in Latvia has become a key subject, linked to sustainable demonstrations of the attractiveness of places, and the listing of their unique benefits in order to increase economic value and improve social welfare for place residents and other stakeholders. The article seeks answers to a range of interdisciplinary research questions related to the topic of place branding: how can a place brand identity be created that is relevant to place residents and expresses the distinctiveness of the place; what are the main features of belonging to place; and what intangible and/or tangible attributes of the place can provide an authentic and convincing identity narratives for place brands? The empirical part of the article is based on a qualitative research methodology, in- depth semi-structured interviews with place branding experts, and analysis of the content of brand identities of Latvian cities and regions. The article reveals how place branding as a strategic marketing process is managed by local municipalities and involved stakeholders, provides a critical view of local practices and strengthens appreciation of one of the most important reference stages of the place-branding development process: cooperation in finding the key narratives for place identities.

City branding is a means to achieve a competitive advantage to increase investment, tourism, and community development by strengthening local identity and citizens. City branding as a medium and message in marketing the city by using specific symbols and logos. The purpose of city branding is to build a city identity and increase the number of tourist visits. As an effort to build tourism in the city of Cirebon, it launched the City Branding tagline “The Gate of Secret”. The city branding strategy was chosen by the Cirebon City government as an effort to focus the tourism development program. Tourism is an important sector in the development of Cirebon City. Tourism is the driving force of economic activity and the locomotive of Cirebon city development. Through the city strategy, it is hoped that there will be an increase in the number of tourist visits to the city of Cirebon. However, city branding has not been able to increase the number of tourists in the city of Cirebon. In 2020, Cirebon city tourists only reached 40.5% of the target of 2.2 million tourists. Cirebon city branding has not been able to increase the number of tourist visits. The failure of the branding is because the Cirebon city government is still trapped in artificial activities. Where branding is just making a tagline and launching it. The tagline “The Gate of Secret” as a brand has not been integrated with the image of the city, tourist attractions, infrastructure, and society in the marketing strategy. The city branding strategy process has not been carried out by the Cirebon City government in developing city branding. To achieve the success of city branding, the Cirebon city government needs to do marketing. The presentation of tourism elements consists of an image, attraction, infrastructure, and people. These tourism elements must be integrated with city design, architecture, and spatial planning that form city branding. The city branding strategy is carried out by identifying what is owned and used as branding, setting city branding goals, communicating & interacting with various stakeholders with the city of Cirebon, and finally implementing which ensures all forms of communication from one city can be integrated.

Place branding holds a promising contribution to sustainable territorial development and requires changes in the social organisation of places, which implies complex transitional processes towards new management regimes. This article explores place branding of the River Minho estuary in the borderland of Portugal and Spain. It deals with the tension between creating a brand, enhancing market development and sustainable (endogenous) development. The central question is: ‘How to develop a successful inner brand in the context of a geographically peripheral area facing severe ecological, social and economic vulnerabilities?’. In the case study, area rural dwellers, entrepreneurs and representatives of institutions represent contrasting viewpoints on innovation, ecosystem coordination and economic progress, viewpoints that point to power issues on control over the natural environment, but also provide input for the development of a common strategic vision or connective storyline. This article provides a ‘tool’ for sustainable development in this vulnerable estuary and contributes to our understanding of how place branding – as a means to create place distinctiveness and attractiveness – can be combined with an endogenous approach in vulnerable peripheral areas. Such an approach fits with the EU objectives of sustainable, inclusive and smart growth and an increasing focus on place-based development.

There has been much research on city marketing, but some practical aspects remain unaddressed. One challenge is the development of a distinctive city identity. Traditional marketing tactics often ignore, deny, and marginalize the city identity. A more integrated and holistic approach is needed. As a complementary tool, city branding can overcome the shortcomings associated with traditional marketing. The purpose of this chapter is to show through case studies how two cities with different conditions went about developing their respective brand identities and illustrate how the identities were established through brand elements and promoted through coordinated marketing programs. Based on the two case studies, this chapter presents a process model for developing an identity in city branding. The model accommodates two different approaches to developing city identities. The first is applicable in the situation where a city is already strongly identified with its prominent existing heritage and cultural assets. The second is applicable in the situations where a city does not have prominent existing assets.