A CONCEPT OF CITY BRANDING: GRESIK HALAL LIFE STYLE
NASTITI, TYAS AJENG
SISPRASOJO, NOVA RIDHO
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Nation Brand Hexagon, which are: People, Tourism, Exports, Governance, Investment and Immigration, and Culture and Heritage; are indicators that determine a city’s potential. By understanding and identifying those six indicators, a city can be more understand about its potential and developing it into City Branding activity. City Branding is the use of marketing techniques to give a City a unique identity in the minds of citizens, visitors, companies and investors. The needs of City Branding for a certain city or area is currently being a marketing strategy that often work effectively. The result of an effective City Branding is particularly giving a profit and a significant increase of economy value. Gresik City (older spelling: Grissee); (Javanese: Nggersik) is a regency within East Java Province of Indonesia. It includes the offshore Bawean Island, some 125 km to the north of Java and Madura. The regency's administrative center is the town of Gresik, about 25 km to the northwest of Surabaya City. Gresik City is known as a city which having a charm of Moslem religion tourism. A lot of activities based on Moslem religion in the city. The total population of 1,2 million people made Gresik City as plural cultures and also producing some products that contain high spiritual value. Known as Kota Santri, Gresik City has been visualized as a city which has religious side both in tourism and culture. But, after industrialization era invaded, it seems like Gresik City is losing its identity. Referring the Nation Brand Hexagon, it is needed to map the city’s potential through a comprehension qualitative method, such as: focus group discussion and studying the existing. By the result, those potential mapping can be a sign for a new identity that still showing the both strong culture and updated business growth as well. In the end, Gresik City is known as city who has a lot of halal activity, and it can be the interesting communication as called as city branding.