Developing a destination brand in the context of regional and national branding strategies: a case study of brand development of Sleman District, Yogyakarta Special Province, Indonesia

摘要

Developing a destination branding is one of the popular marketing strategies employed by tourism destinations. This paper describes the process of regional brand development of Sleman District, Special Region of Yogyakarta, Indonesia. As a case study, this paper offers perspectives, strategies, and guidelines for developing a regional brand that involves relevant stakeholders. The brand development processes include stakeholders' identification, situation analysis, unique selling points identification, logo and slogan development, and brand implementation strategies. Nowadays, Indonesia has national (that is, tourism brand of Indonesia) and regional brand (that is, the brand of Special Region of Yogyakarta). In such a context, there were risks that the new brand development would conflict with the existing brands and may deliver inconsistent messages to potential visitors of the destination. Therefore, this paper recommends the development of a brand hierarchy of the national-regional-district brands to establish consistency among the brands.