Analisis Proses City Branding’ Taste Of Padang’ sebagai Brand Destinasi Pariwisata Sumatera Barat

Muhammad Rauf Hidayat, Thamrin Thamrin


Purpose - The purpose of this study was to determine the process and background of the
forming of city branding in West Sumatra, namely 'Taste of Padang'.
Methodology - This type of research is descriptive causative. This research was conducted in
West Sumatera Province. The research was done in 2019. Researchers generate facts and
findings through interviews and studies of documents related to the brand 'Taste of Padang'.
Finding - The results of the study show that city branding 'Taste of Padang' is a sub-brand of
'Wonderful Indonesia' initiated by the Ministry of Tourism of the Republic of Indonesia. As a
realization, FGD was held to establish a West Sumatra tourism destination brand by the West
Sumatra Tourism Department. To become a sub-brand of 'Wonderful Indonesia' in the FGD
process the establishment of the brand 'Taste of Padang' only focuses on the logo and tagline.

Keywords: City Branding, Tourism Brand Destinations, Taste of Padang, West Sumatra
Tourism Office, FGD

Full Text:



Anholt, Simon. 2009. Handbook on Tourism Destination Branding. Spanyol: World Tourism Organization.

Braun, Erick. (2012). Putting City Branding Into Practice. Vol.19,4(2), 257-267

Bungin, Burhan. 2011. Penelitian Kualitatif: Komunikasi, Ekonomi, Kebijakan Publik dan Ilmu Sosial Lainnya

(Edisi Kedua). Jakarta: Kencana Prenada Media Group. CEO’s for Cities. 2006. Branding Your City.

Chicago: Prophet.

Chandra, Riza. Interview. 2019. Interview Penerapan ‘Taste of Padang’.

Edge, John & Milligan, Andy. 2009. Don’t Mess With The Logo. Edinburgh: Pearson Education Limited an Imprint

of Prentice Hall

Kavaratzis, Mihalis. (2004). From City marketing to City Branding; Towards A Theoritical Framework from

Developing City Mereks. Place Branding, Vol 1, No. 1.

Keller, Kevin Lane. 2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Harlow:

Pearson Education Limited. Fourth Edition

Kotler, Kevin Lane. 2008. Strategic Merek Management: Building, Measuring, and Managing Merek Equity Third

Edition. New Jersey: Pearson Prentice Hall.

Kotler, Philip. 2008. Principles of Marketing. New Jersey: Prentice Hall.

Susanto, A.B & Wijanarko, Himawan. 2004. Power Branding: Membangun Merek Unggul dan Organisasi

Pendukungnya. Jakarta : PT. Mizan Publika.

Trinanda, Oki. Interview. 2019. Interview Penerapan ‘Taste of Padang’.



  • There are currently no refbacks.

Copyright (c) 2019 Jurnal Kajian Manajemen dan Wirausaha

JKMW  is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Published by: Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Padang