Abstract
Concomitant with entering the decentralization period has had a significant effect on cities in Indonesia, and is seen as a new era for local life. The decentralization period has also generated sentiments which are locally bounded that can be identified in the discretion given to the local government in charge to rebranding the city. In this paper, the rebranding phenomena have learned from Pekanbaru city where has changed its city brand for few times. By using a qualitative research approach and combining multi methods to collect and process the data, this paper investigates that the rebranding city has found as a strategic approach in urban planning today that is used to inject more senses to the city and its local life by the local government. This research has confirmed, for almost two decades of the decentralization period, the rebranding phenomena are not only found to generate sense locally, but also as a power marker of the local regime.
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