Research On The Impact Of Historical Event Marketing In City Branding And Image Building

Event marketing plays an important role in promoting the development of a city brand.The shaping of city brand is a systematic project with rich connotation.In order to adapt to the development trend of the modern city,to create a successful branding,in-depth analysis based on the connotation of the brand of the city,put forward a kind of event marketing shaping ideas in every aspects,city brand positioning,city marketing and city branding.City branding is an important way to show the character of the city itself.City branding is a systematic project,which requires the participation of the general public.The factors that shape a good city brand image include the city's uniqueness,culture,economy,identity,environment and the city's real situation.In 1955 the Asian African Conference held in Bandung,Indonesia.From that day onwards,Bandung city had vision the worldwide.In the meantime,Bandung city brand positioning is "Parijs Van Java" which means the Paris of Java Island.A lot has enhanced the name "Bandung city" to the world through“Bandung Conference”.In addition to the impact of event marketing in city branding and image building study,in 2013 APEC(Asia Pacific Economic Cooperation)summit conference also held in Indonesia,in Bali precisely.The city branding of Bali is known as“Bali Dwipa Jaya”which means the magnificent Bali.In 2013,APEC conference was held in Nusa Dua tourists'spot,Bali.Through this international conference,not only it enhances the city image of Bali,but it also upgrades Bali' s city branding through cultural communication aspect.This paper is a study on the impact of event marketing in the image building and city branding of Bandung.To enhance the global awareness of the city branding in Indonesia nowadays,there are many researches and studies on similar topics,but most of the researches and studies were focusing on the economic status and communication.Meanwhile,the impact of event marketing on image building and city's branding are still limited and inadequate.Adopting the case of Bandung Conference as an event marketing which affecting the city branding&image building of Bandung as my dissertation topic,I found it appealing and worthy.Bandung Conference has hold a long history for both Asian and African,therefore the event itself has a certain value in many aspects,not only in economic aspect,but a lot of public figures and well known people from all over the world took part in the event itself.Ever since then,Bandung Conference has make an impact in city branding and the image building of Bandung,the Bandung Conference affections in Indonesia's has brought not only cultural diversions,but also various characteristics to the hosting city.Thus,the study intends to draw a model for the understanding of the impact of Bandung Conference on the city image branding in Indonesia.This can be useful in understanding similar cases and provide a reference for further research into the processes of city and place branding,moreover to attract foreign investment source gather to the city.