Kajian Konsep City Branding Kota Pekanbaru

City branding is a strategy of a city or region to make a strong positioning in the minds of their target markets, such as positioning a product or service, so that the city can be widely known both regionally and globally. The city branding concept requires the synergy of all elements that make up the city, both in terms of human resources, public facilities, social facilities and interconnected transportation systems. Pekanbaru City has not been able to form the concept of city branding as a way to optimize its potential so that it can compete with other cities. The potential of Pekanbaru City can be used as a reference to form a city branding to advance and introduce the potential of the city to general public. This study aims to conduct a study to formulate the concept of city branding in Pekanbaru City by identifying city potential based on Moser's perspective. The research was conducted by knowing the perceptions of the community, visitors, investors, and interviews with the government to find out the potential of Pekanbaru City to be used as city branding. This study shows that Pekanbaru city branding can be formed from the main elements of shopping centers, but supported by supporting elements, namely culinary, and subsequent elements of education, fashion, heritage, and tourism. All elements simultaneously can become the strength of the Pekanbaru City brand. In the analysis of determining the personality of the city of Pekanbaru, it was found that the brand image of Pekanbaru City as 'Madani Smart City ' was a suitable brand image for the city of Pekanbaru. The tagline used in the branding process of Pekanbaru City is "Pekanbaru The SUGAR Of Riau"