ANALISIS REBRANDING CITY BRANDING KABUPATEN PACITAN DARI “PACITAN PARADISE OF JAVA” MENJADI “70-MILS SEA PARADISE”

ABSTRACT
ANALYSIS OF THE CITY BRANDING REBRANDING OF PACITAN REGENCY FROM “PACITAN PARADISE OF JAVA” TO “70-MILS SEA PARADISE”
Arga Septian Susilo
22240997
This study aims to understand the rebranding process of Pacitan Regency's city branding from "Pacitan Paradise of Java" to "70-Mile Sea Paradise." This study employed a descriptive qualitative strategy, with data collection techniques utilizing observation, interviews, and documentation of the Pacitan Regency Tourism, Culture, Youth, and Sports Office. The study employed the rebranding theory by Mazellec and Lambkin (2006) with four concepts: brand repositioning, brand renaming, brand redesigning, and brand relaunching. The results of this study demonstrate the rebranding process of Pacitan Regency's city branding, using these four concepts. This study is expected to provide an overview of the rebranding process of Pacitan Regency's city branding, including any obstacles and findings that can be presented in this study.
Keywords: Rebranding, City Branding, Pacitan Regency