Abstract:

This paper presents and explains three fundamental things, namely: differences between city branding and imaging the interests of the city; negotiations of elites and local communities in the development of city branding; and, paradox of city branding in the city. This study used a qualitative method with a case study research design conducted in Kota Tua or Old City. Kota Tua is one of the tourism objects still maintaining the historical and cultural identity of Jakarta. Kota Tua is one of the icons of the city of Jakarta. As the icon, Kota Tua becomes the model of the city branding project. The subjects in this study were the parties involved in branding Kota Tua Jakarta. The subjects were purposively selected and divided into three categories, namely key informants, additional informants and triangulation informants. The subjects were selected to dig information regarding the application and impacts of branding on Kota Tua Jakarta. Based on the findings of this study, it can be concluded that city branding is the construction of urban elites who marginalize local communities. On the other hand, city branding does not have a significant impact on city development. City branding only describes the commercialization of the city conducted by the city's elite.