Smart City Branding Strategy of the Samarinda in East Kalimantan

Tuti Widiastuti, Eli Jamilah Mihardja and Prima Mulyasari Agustini

Communication Department, Faculty of Economics and Social Science, Bakrie University, Jl. HR Rasuna Said Kav. C-22,

Keywords:

Smart City, City Branding, Kota Tepian, Samarinda.

Abstract:

Samarinda is the capital city of East Kalimantan, who wishes to become a Smart City. In the process of em-

bodying Samarinda city with Smart City branding, there are six pillars that the government must pay attention

to, such as smart governance, smart branding, smart sconomy, smart siving, smart society, and smart environ-

ment. Conceptual framework from Goldberg Moser O’Neill offers an approach in creating a cohesive in city

branding. Research method is used descriptive qualitative. Data collection techniques in research conducted

directly in the ﬁeld by using several techniques: in-depth interviews, observation, and literature study.The

focusing intentions were to aim at introducing the city more deeply, improving the image, attracting tourists

and the investors to invest, as well as increasing trades which would later occur in Samarinda City. The city

itself is being designed to be a Smart City with water as a city brand with the Waterfront City Development

concept. City branding can improve the level of welfare, and coupled with the development of ICT aspects

which are crucial in forming Smart City, it is expected to increase the city branding of Samarinda City in order

to achieve the Samarinda Smart City.

1 INTRODUCTION

Samarinda City, the Capital of East Kalimantan

Province, is the most important regional economic

center in East Kalimantan. The city that has the slo-

gan of the Tepian City (an acronym of calm, neat,

safe, and comfortable) is targeting the realization

of the vision of ‘Samarinda City as a metropolitan

city that is competitive and environmentally friendly’.

This vision exists as an effort to improve people’s

welfare. In it, there are some focus aspects of sus-

tainable development, such as the core aspects (so-

cial, economic, environmental), and supporting as-

pects (‘Good Governance’, regional ﬁnance), with

‘Kota Cerdas’ (Smart City) as the foundation for its

achievement.

As a form of realization, the Government of

Samarinda City increases the contribution of the ser-

vice sector through the populist economy which is

driven by urban society in hopes of reducing unem-

ployment and poverty. However, the development im-

balances between regions did not escape the regional

economic activities. This is because the development

is not always followed by an even increase in popula-

tion income. Factors that differentiate income include

opportunities, education, and various other things.

The development of trade and service areas are

two things that are relied on to increase the compet-

itiveness and resources of Samarinda City which is

centered on the service sector and trade. The devel-

opment and construction of service and trade areas are

one of the efforts to improve the level of welfare and

minimize welfare inequality between regions.

The purpose of City Branding implementation in

the preparation of the City Branding Strategy Re-

search Report in Samarinda City according to Han-

dito (Sugiarsono, 2009) is to introduce the city in-

depthly, improving the city’s image, attract tourists

and investors to invest, and increasing trade rate.

This report can also provide direction for accelerating

the strategy, policies, and development programs of

Samarinda City with the approach to planning the six

pillars of Smart City, such as smart governance, smart

environment, smart living, smart branding, smart so-

ciety, and smart economy. In the future, it is expected

that all the problems in Samarinda City can be solved

according to these planning targets.

Smart city movements are growing all over the

world and undertaking is expected to solve a plethora

of problems arising from urbanization. Indonesia is

one of the countries who march toward the develop-

ment of sustainable smart cities (Mahesa et al., 2019).

The strategic issues of city development Samarinda

is an embodiment of the city of Samarinda being a

238

Widiastuti, T., Mihardja, E. and Agustini, P.

Smart City Branding Strategy of the Samarinda in East Kalimantan.

DOI: 10.5220/0009118902380245

In Proceedings of the Second International Conference on Social, Economy, Education and Humanity (ICoSEEH 2019) - Sustainable Development in Developing Country for Facing Industrial

Revolution 4.0, pages 238-245

ISBN: 978-989-758-464-0

Smart City. The purpose of the realization of Smart

City is to make Samarinda city a livable city espe-

cially for future generations through optimization of

various things such as smart living, smart society,

smart governance governance, smart economy, smart

branding, and smart environment.

To reach smart city, the city has to pay attention

to sustainable development. If in an effort to reach

smart city do not pay attention to sustainable develop-

ment then the environment will be damaged as a re-

sult of the absence of sustainable development which

does not pay attention to the environment (Han et al.,

2018; Kavaratzis, 2004; Keskin et al., 2016; Nugraha

et al., 2017) The ICT infrastructure that will be built

by the City Government through the Samarinda City

Communication and Information Agency is designed

as a center for the integration of all regional informa-

tion systems. The development of Samarinda Smart

City requires a reliable and reliable ICT infrastruc-

ture. Currently Samarinda City’s Ofﬁce of Commu-

nication and Information Technology has human re-

sources with ICT competencies that meet the stan-

dards, so that Samarinda’s smart city operations re-

lated to electriﬁcation or online-based systems will

be technically supported by the Samarinda City’s Of-

ﬁce of Communication and Information Technology,

while business processes continue to run in each re-

gional device .

Current technological developments require the

readiness of the community to accept and adapt to

changes globally so that the people of Samarinda City

must be able to take advantage of the progress of the

direct implications of technological development. Fi-

nally, efforts to realize the character of the Samarinda

City community, healthy, smart, and national and

international competitiveness become an inseparable

mission of regional development amid current tech-

nological advancements.

2 CONCEPTUAL FRAMEWORK

According to (Merrilees et al., 2009), City Brand-

ing is a method of communicating to build brands

of cities, regions, and communities who live based

on the market of their entities. Based on these def-

initions, City Branding can be called the process of

forming cities/regions to be known as target markets

(investors, tourists, talent, events) with icons, slogans,

exhibitions, and positioning in various forms of pro-

motional media. City Branding is also a picture of a

person’s thoughts, feelings, associations, and expecta-

tions when looking at or hearing names, logos, service

products, events, or various symbols and designs.

The use of marketing science today is not only by

companies of products or services but has expanded

to the city as an esteem, as (Kotler, 2003) states cities

are increasingly tended to rely on marketing methods

in the last three decades, when competition for inward

investment, cities are increasingly likely to use mar-

keting methods in the last three decades, when com-

petition to attract incoming investment, tourism rev-

enues and increase population diversity is increasing,

(Kavaratzis, 2004).

City Branding is different from City Marketing

and promotions. City Marketing is marketing and

building regions/cities to change external perceptions

in order to encourage tourism, attract population mi-

gration, or activate the business relocation. The devel-

opment of the city as a valuable product causes com-

petition for investment and government funding. This

is manifested in the city’s efforts to attract tourists, in-

vestors, and so on. On the other hand, the promotion

has the purpose of spread information, attracting at-

tention, and inﬂuencing or persuading to get to know

the information provided to the public or society.

City branding has many similarities with corpo-

rate branding, so in this paper, the methods used in

city branding also adapt from the methods or ap-

proaches in corporate branding. Mike Moser, an ad-

vertising practitioner with his agency Goldberg Moser

O’Neill offers an approach in creating a cohesive

brand. (Moser, 2006)in his book entitled United We

Brand offers ﬁve practical steps in creating a brand,

which has a tendency to create corporate brands.

Moser’s ﬁve steps are divided into: 1) Creating core

brand values, 2) Creating core brand messages, 3)

Determining brand personality, and 4) Determining

brand icons, and 5) Determining brand personality.

The message of the core brand is the key message

that will be communicated by the city to the entire

audience (Moser, 2006). In the context of advertis-

ing or marketing, the message is something that is de-

livered to the target audience, which in the context

of city branding, is nothing but a portion of external

stakeholders (e.g. tourists, potential investors, poten-

tial entrants, etc.).

Shaping the competitiveness of cities, there are

several things that must be considered, namely all the

potential possessed, especially the potential of human

resources, because this potential has a signiﬁcant in-

ﬂuence in globalization. City branding is one of the

efforts to shape the competitiveness of cities, and is

currently the main focus and quite urgent need. The

need for a regional brand will make the region have

a strong positioning, especially in the ﬁeld of tourism

globally. City branding requires the active role of lo-

cal government and related stakeholders to properly

Smart City Branding Strategy of the Samarinda in East Kalimantan

239

package cities and regions. This is certainly not only

infrastructure, but also the readiness of the commu-

nity and what is offered, or which characterizes the

city or region.

City branding is a device for economic develop-

ment urban areas borrowed from marketing practices

by urban planners and planners and all stakeholders.

As with products, services and organizations, cities

need a strong and different image and reputation to

overcome city competition for economic resources at

the local, regional, national and global levels. In order

for a city to get a representative, harmonious image

that truly depicts the social, economic and cultural re-

ality of the city, an approach in building brand identity

is needed.

In the context of advertising, an advertising cam-

paign is ﬁrst and foremost the most important is: what

is being conveyed (concerning the contents of the

message), then how to convey (concerning the form

of the message). The content of the message is the

most important thing in advertising, because it is the

soul that will drive advertising in inﬂuencing the tar-

get audience, so that it acts in accordance with the

message conveyed.

3 RESEARCH METHOD

Research methos is used descriptive qualitative.

(Moleong, 2000) describes descriptive data as a col-

lection of words and images (not numbers). Data pre-

sentation in descriptive research is in the form of qual-

itative, which dominates words, sentences, pictures,

interview texts, ﬁeld notes, videotapes, personal doc-

uments, ofﬁcial documents, memos, and other ofﬁcial

papers. This concludes that this research is descrip-

tive research. According to (Sugiyono, 2013), data

collection is the process of procuring primary data for

research needs. Data collection techniques in research

conducted directly in the ﬁeld by using several tech-

niques: in-depth interviews, observation, and litera-

ture study.

Interviews were conducted with resource persons

from the Head of E-Government Application and Ser-

vices Division, Samarinda’s Ofﬁce of Communica-

tion and Information, the Head of Regional Infras-

tructure, BAPPEDA Samarinda, the Head of Self-

Assessment in the Field of Increasing Revenue in

East Kalimantan, the Head of Development Divi-

sion, Samarinda City Tourism Resources Develop-

ment, Head of Tourism Destination and Business De-

velopment Division, Samarinda City Tourism Ofﬁce,

Samarinda Pranoto Airport Protocol Staff, and Pam-

pang Village residents.

Data analysis is very important in a study because

in data analysis organizing data is collected in the

ﬁeld. Analysis of the data used in this research is de-

scriptive method.

4 RESULTS AND DISCUSSION

4.1 Samarinda Smart City’s Vision,

Mission, and Objectives

In the third period of the Samarinda City Medium-

Term Development Plan for 2016-2021, the

vision was deﬁned as Samarinda The realiza-

tion of Samarinda City as a Metropolitan City

(SAMARINDA, ) that is Competitive and Environ-

mentally Friendly ’. Based on this vision, Smart City

Samarinda’s Vision is “Realizing Samarinda as a

City Of Intelligent Education in Kalimantan” which

was formed by three main visions, which are Teduh

Cerdas dan Rapi Cerdas (environmental aspects,

Samarinda City can protect its people so that their life

can be fulﬁlled prosperously) and in line with spatial

directives), Aman Cerdas yang Terdepan (economic

aspect, Samarinda City can maintain public security

for its economic development), and Nyaman Cerdas

yang Terdepan (social aspect, Samarinda City can

bring tolerance among others that support the peace

of mind of the people).

The mission of Samarinda Smart City is to real-

izing good governance that is free of corruption and

supported by high integrity, professional, and inno-

vative apparatus, strengthening the ﬁnancial manage-

ment capacity of Kota Samarinda which is account-

able in supporting development ﬁnancing, realizing a

livable city space, strengthening the sector services

and trade as a leading sector, realizing the charac-

terized people of Samarinda City are healthy, intelli-

gent, competitively nationally and internationally, re-

alizing the climate of life for the people of Samarinda

City that is harmonious, cultured and religious. Nine

Agenda priorities are optimization of ﬂood control,

improvement of public health status, development of

education to produce professionals, character, and re-

ligious human resources, development and improve-

ment of infrastructure, urban facilities and superior

sector supporting utilities that are competitive and

known environmentally, poverty alleviation based on

people economic empowerment, effective prevention

and management of disasters, improvement of reli-

gious life, cultural arts, the role and achievements

of youth, sports facilities, as well as community and

women’s empowerment, consolidation of regional ﬁ-

ICoSEEH 2019 - The Second International Conference on Social, Economy, Education, and Humanity

240

nance and ﬁnancing of development in the region, and

improving urban governance.

The details of Smart City’s goals are the im-

plementation of ﬂood control and the relocation of

SKM edges, increasing capacity and distribution of

clean water, achieving cleanliness, beauty, and envi-

ronmentally friendly cities (parks and RTH), creat-

ing high quality, transparent, accountable, and free

of corruption public services, increasing the income

and effectiveness of regional ﬁnancial management

that is also efﬁcient and accountable, increasing the

economy through the role of small medium enter-

prises and cooperatives, tourism and creative econ-

omy, agriculture, plantations, livestock and ﬁsheries,

and other business services, increasing the economy

through private investment and traditional markets,

increasing quality education, increased school’s fa-

cilities and infrastructure, facilitation for poor santri

in pesantrens, improved facilities for prevention and

disaster management, the realization of the develop-

ment of arts and culture, the role and achievements of

youth, sports correctional, community and women’s

empowerment, successful family planning, achieving

security and order stability in a conducive climate, the

realization of Kota Samarinda as a healthy and drug-

free city, increased infrastructure, urban facilities and

urban utilities.

4.2 Smart Branding of Samarinda

Smart City

The meaning of “Tepian Cerdas” on vision Samarinda

Realization as the Leading Intelligent Kota Tepian in

Kalimantan’ is related to the desire to integrate the

city identity and the meaning of ‘Tepian’ with Smart

City pillars. Kota Samarinda must and is able to solve

all problems with the six Smart City pillars, namely

Smart Governance, Smart Branding, Smart Economy,

Smart Living, Smart Society, and Smart Environment.

This report will focus on the Smart Branding pillar.

The Smart Branding development strategy aims

to improve the economy with small medium enter-

prises cooperatives, the tourism sector and the cre-

ative economy, agriculture, plantations, livestock and

ﬁsheries, and other service businesses (Pasquinelli,

2015). This objectiveis aligned with the three Priority

Agendas of Kota Samarinda, like poverty alleviation

based on people’s economic empowerment, optimiza-

tion of ﬂood control, and poverty alleviation based on

people’s economic empowerment.

The realization strategy is organizing street ven-

dors and other informal sectors in the trade area,

improve active cooperative institutions and small

medium enterprises, and the role of the Tourism and

Creative Economy, Agriculture, Plantation, Livestock

and Fisheries sectors to support the people’s econ-

omy, organize the Karang Mumus River to support

ﬂood control and the Waterfront City concept, and

providing easy investment in terms of service and the

provision of human resource on the job market.

Smart City cannot be separated from the as-

pects of ICT (Information Communication Technol-

ogy). (Mart

ınez et al., 2017)Smart City itself starts

from the eagerness that information, city manage-

ment, and management can be realized properly,

which of course can also increase the branding of

Samarinda City in the eyes of the world later. This

aspect will be implemented with the development

of Samarinda Smart City supporting infrastructures,

such as Data Center (DC), Network Operation Con-

trol (NOC), Backbone between regional devices us-

ing Fiber Optic, Samarinda Command and Operation

Center, Samarinda Smart City Help Desk, and addi-

tional access of public wiﬁ.

In addition, there’s also a plan to make applica-

tions and software for supporting Samarinda Smart

City development. Like The Samarinda Smart City

Dashboard (application to obtain information from all

applications developed by the City Government), Ap-

plication Programming Interface (API), connecting

application data to be communicated between appli-

cations, Data Warehouse as the main repository that

becomes the database of Samarinda City’s mining and

data analytics), eWarga (citizen interaction media ap-

plication with Lurah, Camat and City Government),

eKelurahan (population service support application),

and Panic Button (mobile-based emergency info de-

livery application with user segmented on all RT in

the neighborhood of Samarinda City Government).

Beside ICT, the Government of Samarinda City

also focuses on the development of Citra Niaga and

the potential of ecotourism. As the most impor-

tant regional economic center in East Kalimantan,

Samarinda City will revitalize the traditional market

into a modern market, provide easy investment in

labor market, organize street vendors and other infor-

mal sectors in the trade area, and increase active coop-

erative and small medium enterprises institutions and

the role of tourism and creative economy, agriculture,

livestock and ﬁsheries to support the people’s econ-

omy.

For ecotourism potential, water will be managed

as a city brand from the Waterfront City Development

concept. Samarinda City will develop the banks of the

Mahakam River along with its main tributaries, the

Karang Mumus River, the Karang Asam Kecil River,

and the Great Karang Asam River; and its small tribu-

Smart City Branding Strategy of the Samarinda in East Kalimantan

241

taries to become waterfront tourism as one of the pri-

ority (strategic) development areas of Samarinda City

in the next twenty years. However, improving the

quality of human resources cannot be abandoned, es-

pecially in the ﬁeld of literacy so that Smart City can

be realized with the help of its people. Therefore, so-

cialization will be carried out to heads of sub-district

areas, heads of the village areas, and the heads of RT,

internalization and sharpening of programs and activ-

ities that are directly related to Smart City between

Regional Devices, internalization through FGDs (Fo-

cus Group Discussion) between node of regional de-

vices that have similar tasks and functions , social-

ization to the Community Information Group (CIG),

socialization through traditional media such as Ma-

manda (Banjar people’s drama), mass media publica-

tions (newspapers, television, and radio), social me-

dia publications (Facebook, Twitter and Instagram),

college and school seminars, and installation of bill-

boards and banners.

4.2.1 Facilitating Factors of Samarinda Smart

City

The progress of green open space management in-

frastructure. The process of developing hotels and

shopping centers that are increasingly rapid is the suc-

cess of the involvement of stakeholders and the Re-

gional Work Unit (SKPD). In addition, the Depart-

ment of Tourism, Creative Economy, Communica-

tion and Information Technology has also success-

fully promoted, introduced, and even made Sarung

Samarinda a fashion trend in several events held. HR

who work in a place suitable with their ﬁelds also

greatly determines the overall process of ”branding”

Kota Samarinda. The stakeholders involved are also

supporting elements of managers of the ”branding”

opinion of Samarinda City because they contribute to

optimizing the ”branding” process.

4.2.2 Inhibiting Factors of Samarinda Smart

City

The budget of the Regional Budget (Regional Rev-

enue and Expenditure) is very low so that it disrupts

the ”branding” of Samarinda City. Then there is het-

erogeneous ethnic and ethnic diversity. The number

of cultural backgrounds and a variety of thoughts that

must be put together is quite difﬁcult for the ”brand-

ing” process.

In addition, Kota Samarinda has not paid much at-

tention to the development of the suburbs and is lack-

ing attention to equitable development. The govern-

ment did not really introduce the Desa Tenun either.

Whereas the Samarinda City has succeeded in pro-

moting Sarung Samarinda which is one of the supe-

rior products, but the Desa Tenun still has not received

the attention it deserves.

4.3 Discussion

Samarinda Smart City has been designed in the 2005-

2025 RPJPD and 2016-2021 RPJMD documents.

Samarinda Smart City in principle is to sharpen the

Action Plan by making coordination effective in pro-

gram implementation, which is already contained in

the existing planning documents.

The development strategy on the Smart Economy

pillar aims to realize two main objectives, namely to

improve the economy through private investment, as

well as traditional markets. Improve the economy

by strengthening the role of small and medium busi-

nesses, cooperatives, tourism, creative economy, agri-

culture, plantations, animal husbandry, ﬁsheries, and

other service businesses. This goal is aligned with the

Samarinda City Priority Agenda for poverty allevi-

ation based on community economic empowerment.

The strategies taken to make this happen are:

• Revitalizing traditional markets to become mod-

ern markets.

• Providing ease of investment both in terms of ser-

vice and the supply of human resources in the job

market.

• Arranging street vendors and other informal sec-

tors in the trade area.

• Enhancing active cooperative institutions and

SMEs, as well as the role of the ﬁelds of Tourism

and Creative Economy, Agriculture, Plantation,

Animal Husbandry and Fisheries to support the

people’s economy.

Based on Regional Regulation No. 2 of 2014 concern-

ing Samarinda City Spatial Planning for the 2014-

2034 timeline, Samarinda City has the objective of

spatial planning, namely to realize Samarinda City

as a Edge City based on trade, services and indus-

tries that are advanced, environmentally friendly and

green, and have a competitive advantage to improve

people’s welfare. The concept of the City of Tepian

is meant that the city of Tepian is not only a motto of

the City of Samarinda which is an acronym of Teduh,

Neat, Safe and Comfortable but also a reﬂection of

the City of Samarinda which is located in the river-

side area, which is a part that borders directly with

water.

Therefore, the concept of Waterfront City Devel-

opment is very appropriate to be developed in the

ICoSEEH 2019 - The Second International Conference on Social, Economy, Education, and Humanity

242

City Samarinda in the context of achieving the objec-

tives of spatial planning namely regional development

banks of the Mahakam River along with its main trib-

utaries and tributaries small to be a waterfront tourism

as one of the priority strategic areas development of

Samarinda City in the next twenty years based on

trade, services and industries that are advanced, envi-

ronmentally friendly and green, as well as has a com-

petitive advantage.

The growth of regional trade products of Plan

Long-term Regional Development (RPJPD), as a con-

crete form of this policy, the Samarinda city govern-

ment has launched three programs, namely a program

to improve domestic trade efﬁciency, a program to

improve the development of performance and ﬁnan-

cial reporting systems, and to intensify the handling

of public complaints.

Improving the quality and access of workers as a

concrete form of this policy, the Samarinda city gov-

ernment has launched two programs, namely an in-

vestment promotion and cooperation cooperation pro-

gram and a program to improve labor quality and pro-

ductivity.

Increasing investment, as a concrete form of this

policy Samarinda city government has launched two

programs, namely an investment climate improve-

ment program and investment realization, and a pro-

gram to prepare potential resources, facilities and re-

gional infrastructure.

Provision of space for the development of street

vendors and other informal sectors in accordance

with zonation stipulated in the RTRW, as a concrete

form of this policy Samarinda city government has

launched a program, namely the industrial structuring

program.

Empowerment of the underprivileged people in

business independence as a concrete form of this pol-

icy, the Samarinda city government has launched two

programs, namely the cooperative institutional quality

improvement program and the entrepreneurship de-

velopment program and the competitive advantage of

small and medium businesses.

Provision of sustainable food to support the peo-

ple’s economy, as a concrete form of this policy

Samarinda city government has launched ﬁve pro-

grams, namely an agricultural or plantation produc-

tion improvement program, a ﬁsheries cultivation de-

velopment program, a capture ﬁsheries production in-

crease program, a population increase and livestock

production program, and a program increased avail-

ability and strengthening small medium enterprises.

Poverty when viewed from an economic stand-

point arises because of inequality in resource owner-

ship which results in an unequal distribution of in-

come, differences in the quality of human resources

and differences in access to capital and the low em-

ployment opportunities available. Talking about peo-

ple’s economic problems will never be separated from

talk about small and medium businesses. Because of

small and medium businesses is taking play a role in

economic growth, employment and distribution of de-

velopment results. Empowerment and development

of small and medium businesses is one way to reduce

poverty that occurs.

The trick is to provide access to the poor to be

able to engage in business and be active in productive

business activities and to promote entrepreneurship,

especially among poor families or disadvantaged ar-

eas. Development of small and medium businesses

through improving business and management skills

business, access to ﬁnancial institutions and at the

same time increase the certainty and protection of in-

dependent businesses to be ready to grow and com-

pete with other economic actors.

Through Community Information Group (CIG),

this development priority is intended to create con-

ducive situations and conditions by optimally involv-

ing all levels of society to play an active role in social

organizations or social institutions that grow in their

environment. Every community is encouraged to play

a role as the subject of development, especially in the

ﬁelds of social, economy, and culture. If every com-

munity can be a subject in the movement of the devel-

opment wheel, then in the next stage it is hoped that

they will incarnate as agents of change for the better

in their respective environments.

So that empowerment of all levels of society can

be realized, the Government is obliged to conduct

guidance to existing social organizations or social in-

stitutions and prepare clear regulations so that com-

munity participation goes right in line for the common

good and progress.

5 CONCLUSION

As a competitive metropolitan city gives the view that

Samarinda City in seeking to harmonize economic as-

pects and social aspects in sustainable development,

and strive for both to run comprehensively. Compet-

itiveness does not only talk about economic growth,

focus on economic growth without paying attention

to social aspects will only cause inequality and so-

cial inequality such as poverty and unemployment,

thus ultimately reducing the quality of growth itself.

Meanwhile, if the city development is only focused

on human development without being balanced with

economic development, it will cause the economy to

Smart City Branding Strategy of the Samarinda in East Kalimantan

243

move slowly, and even tend not to spin because of the

lack of private investment as an absorber of human

resources.

Samarinda City is the capital city of East Kaliman-

tan that eager to become a Smart City. This is due

to the hope that Samarinda City will get city brand-

ing that is aligned with its vision, ‘The realization of

Samarinda City as a Metropolitan City that is Com-

petitive and Environmentally Friendly’. The govern-

ment also designed various agenda activities and de-

velopment plans to realize Samarinda City as a Smart

City.

In the process of embodying Samarinda City with

Smart City branding, there are six Smart City pillars

that the government must pay attention to, such as

Smart Governance, Smart Branding, Smart Economy,

Smart Living, Smart Society, and Smart Environment,

which in this report focuses on Smart Branding pillar

for city branding. The focusing was carried out with

the aim of introducing the city more deeply, improv-

ing the image, attracting tourists and the interest of

investors to invest, as well as increasing trade which

would later occur in Samarinda City.

Based on these objectives, Samarinda City was

designed to improve itself to become Smart City with

water managed to become a city brand based on the

concept of Waterfront City Development. In addition,

the work of nine priority agendas that have been pre-

viously designed will be able to drive the progress

of achieving the Smart City Samarinda vision, ‘Real-

ization of Samarinda as the Leading Intelligent Kota

Tepian in Kalimantan’. Completion of various prob-

lems in the city of Samarinda can improve the level

of welfare of the community, and coupled with the

development of aspects of ICT which is very crucial

in forming a Smart City, is expected to increase the

city branding of Kota Samarinda in order to achieve

Samarinda Smart City.

A brand is a combination of name, term, sign,

symbol, or design, all of them intended to identify

goods or services from a seller or group of sellers, so

that they can be distinguished from their competitors.

The most basic brand function is differentiation. City

branding is adapted from corporate branding, then

city branding is understood as a network of associ-

ations or perceptions in the minds of consumers, so

that city branding can be deﬁned as a network of asso-

ciations in the minds of consumers, based on visual,

verbal, as well as behavioral expressions of a place,

which is realized through the objectives, communica-

tion, values, and general culture of stakeholders, as

well as the design of the city as a whole.

Based on Moser’s ﬁve-step approach, branding ac-

tivities can be divided into several stages as follows:

1) Determine the core value of the city brand ﬁrst de-

scribe the potential values possessed by the city, by

involving internal stakeholders; 2) Determine the city

core brand message, by looking at the gap between

the perception of the city and the reality of the city,

from this it can be determined the market segmen-

tation, target market, positioning, and unique selling

position of the city done by involving external stake-

holders; 3) Determine the personality of the city, by

describing potential personalities for the city, then de-

termine the core personality, this is done by involv-

ing internal stakeholders; 4) Determine the city brand

icon, which consists of two approaches, a formal aes-

thetic approach with the output of the icon form, and a

semiotic approach that is centered on the content with

an outer sign meaning; and 5) Designing a brand road

map as a guide for stakeholders to be consistent with

the city branding that has been carried out.

ACKNOWLEDGEMENT

This study is funded by the Indonesia Ministry of

Research and Universities through the Higher Educa-

tion Primary Research Scheme in 209 project number

32/AKM/MONOPNT/ 2019 and supported by Bakrie

University through Research and Development Insti-

tution project number 148/SPK/LPP-UB/III/2019.

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