Inovasi Branding Walikota Bengkulu

Abstract

The purpose of this research is to find out the branding innovation of the Mayor of Bengkulu. A person can form their personal branding through well-designed communication strategies and methods as well as the personal branding of the Mayor of Bengkulu. This research is descriptive qualitative research. The location taken in this research is in the work environment of the Bengkulu City Government. The data collection techniques are through observation, interviews, and documentation. After the data is collected, the author will analyze the data by referring to the Miles and Huberman data analysis technique which consists of data reduction, data collection, data presentation, conclusion drawing, and evaluation. The results of the study found that the branding innovation of the Mayor of Bengkulu was built from his personal branding. Branding innovation is deliberately done to make something new and different from previous mayors. In creating a positive brand (label) for the Mayor of Bengkulu and can be trusted by the public, of course, it is supported by the Bengkulu City Government's public relations communication strategy. The Bengkulu mayor's branding innovation with slogans offers something unique and different. The brand (label) created by Bengkulu City Government Public Relations is the 8 Tekad Bengkuluku 2017 program (Clean, beautiful, cool, healthy, safe, religious, creative and safe) with the motto of hard work, sincere work and smart work. Actually, the initial concept of the brand (label) that wanted to be created at the time of the nomination was the figure of a leader who was loyal to the community and delivered the one billion program for one village, repairing roads and other infrastructure which were the basic needs of the people of Bengkulu City. So far, the Bengkulu City Government Public Relations strategy has been quite successful in creating a brand (label) for the Mayor of Bengkulu for the 2017-2021 period but only to the extent of creating a brand, while the results are still not felt by the people of Bengkulu City.