Page 70 - World Heritage and Tourism Innovation

Carly Stiana Scheffer-Sumampouw et al. Smart City Branding

poor and the being in a vulnerable situation; (vi) By that customers have which give value to a product or
2030, reduce the adverse environmental impacts per service (Keller, 1998). Kapferer (2012) defines brands
capita in cities, including by paying special attention as having financial value because brands create as-
to air quality and municipal and other waste manage- sets that stick in the hearts and minds of customers,
ment; (vii) By 2030, provide universal access to safe, distributors, and opinion leaders. The manifestations
inclusive and accessible, and green public spaces, es- of these assets include brand awareness, belief in ex-
pecially for women and children, the elderly and per- clusivity, excellence, valuable benefits and emotional
sons with disabilities; (viii) Support positive econom- bonds. Objects that can be managed into a brand are
ic, social and environmental links between urban, not limited to products, services, people or individ-
peri-urban and rural areas by strengthening nation- uals, and destinations to a country. While the brand
al and regional development planning; (ix) By 2020, referred to in this paper is a CITY, and this concept
substantially increase the number of cities and settle- is then known as city branding. The title of this re-
ments adopting and implementing integrated policies search is SMART CITY BRANDING: KOTA MANADO.
and plans towards inclusiveness, resource efficiency, It consists of two main concepts, namely smart city
mitigation and adaptation to climate change, resil- and city branding. The smart city concept is a city de-
ience to disasters, and developing and implement- velopment that emphasises the importance of inno-
ing, in line with the Sendai Framework for Disaster vation to solve each city’s problems by utilising ICT
Risk Reduction 2015–2030, and holistic disaster risk technology, sensors, technology, and data analytics as
management at all levels; (x) Support least developed a supporting factor to facilitate problem-solving (ena-
countries, including through financial and technical bling factor). A smart city is formulated in the guide-
assistance, in building sustainable and durable build- book for preparing an intelligent city master plan
ings using local materials (Sustainable Development by the Director General of Informatics Applications
Goals, n.d.). The Ministry of Communication and In- (aptika) of the Ministry of Communications and In-
formation Technology of the Republic of Indonesia is formation Technology of the Republic of Indonesia).
the motor for implementing smart cities in Indonesia. Smart City-based development provides a vast space
Thirty-four provinces in Indonesia are divided into 98 for innovation to solve problems faced by local gov-
towns and 416 districts. Manado City is included in ernments, communities, businesspeople, the world
Indonesia’s first 100 smart cities, starting in 2017. In of education and various other stakeholders. So, the
North Sulawesi province, Tomohon City is included Smart City initiation that appears is a partial solution
in the first 25 intelligent city batches, while Manado that closes the door for innovation and further devel-
City is in the second smart city batch. This paper dis- opment.
cusses Manado’s smart city branding strategy since The concept of city branding itself is an exten-
2018 and the role of digital communication in brand- sion of place branding. Place branding is marketing
ing the city of Manado to become an empowered and strategies to promote localities to improve their rep-
globally ready region. It aims to produce a branding utation and attract residents’ attention, tourism, and
campaign pattern for Manado City that can be used investment (Paganoni, 2015). The management of a
as a framework for evaluation and duplication in 500 city’s brand lies with the government and, of course,
other cities throughout Indonesia, specifically in the the city community. City brand management also
dimension of smart branding in smart cities, accord- requires collaboration between the public and pri-
ing to the smart city guidebook from Kominfo. vate sectors. Meanwhile, Keith Dinnie, editor of City
Branding: Theory & Case (2011), revealed three main
Literature Review concepts in managing city brands: brand architec-
This research is structured with a framework of ture & brand attributes, network approach and sus-
thinking starting from a brand management strategy. tainability. Meanwhile, brand communication also
Traditionally, a brand is a set of mental associations depends on a city’s three target audiences, including

66 | Proceedings of the 7th UNESCO UNITWIN Conference