The determination process of “Beautiful Malang” as a City Branding (A study on Department of Culture and Tourism of Kota Malang)

The background of this study is the inauguration ceremony of the newest city branding of Malang City which is called as “Beautiful Malang” on August 23, 2015. The Department of Culture and Tourism of Malang City is required to conduct the determination process of city branding properly in order to achieve “Beautiful Malang” as an identity of Malang City. This issue encourages the researcher to investigate the determination process of “Beautiful Malang” as a city branding which is conducted by Department of Culture and Tourism of Malang City. The concept of this study is determination theory of city branding by Yananda and Salamah, including leadership, function and specialization, identity, communication and city image, city general indicator, tentative achievement, communication, organization, Human Resources, financing, vision and mission. Descriptive Qualitative research design is used in this study. Interview, documentation, and library research are the technique in collecting the data of this study. Interview section is conducted to gain all information from several divisions in Department of Culture and Tourism of Malang City such as Head of Infrastructure Facilities Section of Creative Economic Resources Development, Division of Product Development and Tourism Promotion, and Manager of Electronic Media. In addition, the researcher also collects the information from CEO PT. Global Media Solution. The result of this study found that there are several missed processes based on the determination theory of city branding. The determination process of “Beautiful Malang” as a city branding of Malang City conducted by Department of Culture and Tourism of Malang City covers idea submission, creating a special team, conducting a research, generating a concept, designing a logo, adjusting the vision and mission of Malang City, and established by the Mayor of Malang City, Mochamad Anton. Furthermore, socialization is conducted to the internal Government of Malang City, people of Malang City, and the additional promotion of city branding through national and international tourism events