CITY BRANDING SEBAGAI STRATEGI PENGEMBANGAN PARIWISATA DITINJAU DARI ASPEK HUKUM MEREK (STUDI KASUS CITY BRANDING DAERAH ISTIMEWA YOGYAKARTA SEBAGAI DAERAH TUJUAN WISATA UNGGULAN DI INDONESIA)

Abstract

One of the tourism object that have special attraction is Yogyakarta, Yogyakarta is
typically able to deliver persistence of Sultanate Ngayogyakarta customs and
uniqueness of Javanese culture that is able to attract public attention, so it make
this city as a leading cultural tourism destination in Indonesia and could boost the
development of small and medium industries with the growth of creative
industries in it. By carrying the slogan “Never Ending Asia”, Yogyakarta could
become a thriving tourism business.
Law No. 15 of 2001 on Marks have not set about city branding as one of the
classes in the right brand the ca be registered to the General Directorate of
Intellectual Property Right. This can be seen from the absence of definition in
general terms or any information on the explanation of the Act which states city
branding. Jogja: Never Ending Asia, only a brand image in the province of DIY
and do not register at the Directorate Genera of Property Rights as the concept of
brand in the Law No. 15 of 2001 on Branding.
Viewing the conditions of tourism Indonesia and Yogyakarta that is very strategic,
advice can be given for the advancement of tourism in Indonesia is to reinforce the
definition of City Branding itself, namely by making changes to the Law No. 15 of
2001.
Keyword: City Branding, tourism, Brand