Widiantoro, Bayu and Widjaja, Robert Rianto and ARDHIANTO, PETER (2016) Effectivity of Branding development area in a city (linkage of Semarang Old City and surroundings). Book of Proceedings UHSID #5 2016 (Urban Heritage and Sustainable Infrastructure Development, 5 (1). pp. 140-150. ISSN 1537100505 / 13: 978-1537100500

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Abstract

In A Research conducted on building performance at night, with case study in regional trade at Semarang (H.Agus salim and Pekojan street), we will find a similar character of the building facade and activity. Building are friendly in the morning and change as a unfriendly building at the afternoon until night. And this is very different with Semarang Old City or Pecinan’s area, we can convenient to activity on there until night, however the 3 places are very close. When someone walk across H.Agus Salim or Pekojan street, he will find a difeerent condition with Semarang Old City area or Pecinan area. The differences are lighting system and street furniture. In first Area (Semarang Old City and Pecinan) the people can find good lighting at night and clean tematic in street ornament but in second area (Pekojan and Agus Sali street) the people cannot find that. It means they will get a bad perception in second area. If we can build a good branding in Semarang Old City and Pecinan area (make a good and positive perception) in the morning until night, we should do the same things for the second area. As a hypothesis, 2 different place will have similar brand if the people can find a similar visual design and similar activity with a special character to each others. Destination Branding will build on mind of the target if we promote with the same way (visualisation and region character). In here we will used several method to find the real case on the subject, such as direct observation in the field and literature studies related to the development the Branding Area and the relation with presence in the surrounding area. Through this article expected to made a branding a region with fully integrated, but still can show the specific character on each place. Keyword: Destination Branding, Promotion, Semarang Old City, regional trade, Semarang

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