STRATEGI BRAND COMMUNICATION DALAM PROGRAM PANCA KARYA KOTA MADIUN

ABSTRACT

BRAND COMMUNICATION STRATEGY IN
PANCA WORKS PROGRAM FOR MADIUN CITY

HAMIM NURIZAL FAHMI
16240511

The Government of Madiun City is making efforts to introduce and promote the assets, identity and potential of the City of Madiun to the local, national or international community. Through Panca Karya, which contains five government programs, namely the Madiun Smart City program, Madiun City Serving, Madiun City to Build, Madiun City Cares and Madiun City Open. Researchers obtained data using descriptive qualitative research methods with in-depth interviews and joint observations with Inda Raya Ayu Miko Saputri SE. MIB as Deputy Mayor of Madiun 2019-2024, Mr. Budi Agung Wicaksono, ST as Head of the Human Settlements Division of the Public Works and Spatial Planning Office of Madiun and Mr. Subakri, S.Sos., M.Si as Head of the Madiun City Communication and Information Office. To answer the existing problems, Andrea Insch's theory of city branding (in Lestari, 2016) is used which consists of identity, objective, communication, and coherence. The results of this study indicate the application and strategy of brand communication carried out by the government of Madiun City. And if seen, the government of Madiun City has implemented a brand communication strategy quite well, although in the implementation there are several evaluations.

Keywords: Strategy, Brand Communication, Panca Karya