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Carly Stiana Scheffer-Sumampouw et al. Smart City Branding

Figure 1 Road Map Research

city dwellers, tourists (both domestic and foreign) and then promoted to specific target audiences. The local
internal stakeholders. government initiates efforts to encourage this locality,
A city’s branding strategy using food and beverag- but it also requires cooperation between the govern-
es is a strategic step considering that apart from food ment and the private sector and empowering the peo-
being a basic need every day, food and cooking tradi- ple in the city. Sustainability involves the work of all
tions are also the basis for the identity and culture of parties, so the city branding research roadmap can be
community groups. The food industry is an indicator described as follows:
of economic growth, and how food is consumed is part
of the experience economy, which is very closely relat- Nation Branding
ed to the tourism growth of a city or even a country. The main elements of globalisation are apparent in
The branding strategy of an area related to food should the realm of national governance. Nation branding is
be understood the same as the branding strategy of a an expression of global nationalism, i.e. the belief by
book, film or drama, which is essentially a process federal governments that the nation’s future consists
of telling a story about who we are, where we come of finding a “beneficial role” to play in a globally in-
from and most importantly, what kind of person we tegrated economic system. Under the rubric of global
will become (Dinnie, 2011). Each food brings the audi- nationalism, national identities are recognised more
ence to certain symbols, icons and regional identities. in terms of their suitability for capital appeal than
Indonesia should be proud because we have a variety their cohesive or collegial nature. Cohesiveness and
of typical culinary or iconic culinary. The term gastro a sense of belonging follow from the nation’s fitness
branding emerged as an activity or process that puts to the attractiveness of capital because state policies
forward names, terms, symbols, designs, or a combi- and corporate practices are mutually configured to
nation of these by using marketing communication to support economic growth as an engine of citizen wel-
identify everything related to food (Irwansyah, 2020). fare. The conceptual apparatus of neoliberalism com-
From some of the definitions above, city branding bines the utopian vision of property ownership with
is an effort to identify the local advantages of a city individual freedom, placing it as the “central value of
(in Indonesia, we have cities and districts), which are civilisation.” This teaching is embedded in enforcing

Proceedings of the 7th UNESCO UNITWIN Conference | 67