Consistency of Tanjungpinang City's "City Branding" Policy

Abstract

Globalization has transformed all aspects of life, influencing Indonesia’s social, political, and economic dynamics. The openness of globalization allows the exchange of values that may have both positive and negative impacts. One of its positive outcomes is the adoption of global concepts such as City Branding, which serves as a strategic tool for urban image management and competitiveness. This study examines the consistency of City Branding policies in Tanjungpinang City, Riau Islands Province, Indonesia. As a city rich in history, culture, and natural beauty, Tanjungpinang has implemented City Branding through slogans such as “Gurindam City” and “Gurindam City of Pantun,” emphasizing its Malay cultural identity and literary heritage. Using a qualitative library research method, this study analyzes policy consistency, government strategy, and implementation dynamics related to City Branding and its integration with the Smart City concept—particularly in the dimension of Smart Branding. Findings show that Tanjungpinang’s City Branding focuses on three main aspects: tourism, business, and city appearance. These strategies are supported by technological innovation, digital promotion, and cultural preservation programs that enhance local economic growth. However, the emergence of multiple slogans over time has created inconsistencies that potentially weaken brand identity. To strengthen its global positioning, Tanjungpinang must ensure message consistency, community involvement, and alignment between policy vision and branding implementation. Consistent and unified City Branding will not only promote tourism and investment but also reinforce the city’s identity as a cultural and smart urban destination.