The Digital Marketing of Re-branding Bandung become a Smart City

摘要

Brandtouchpoints is any points of contact that describe the positioning. The positioning can be change in long term period. Unique Selling Point (USP) is the unique point of brand that forming differentiation with other brands. Bandung in the past known as a flowers city than now changed becomes a smart city. With the changed positioning, Bandung also should have been changes the brandtouchpoints. It adjusted with the new positioning. One brandtouchpoints that is made were a command canter, Wi-Fi in public area, and also the co- branding with other brands that have a similar positioning with Bandung as a smart city. The example co-branding that have been ever made is the co-branding with Pocari Sweat. This co-branding that represented digitalized marketing is creating Pocari Sweat Bandung West Java Marathon event. In this event, Pocari Sweat collaborate with Sweat GeneratIon that represented the potential market of Pocari Sweat as sports tourism city. Pocari Sweat also create SweatGeneration Application on Google play and App Store. Smart people are the active generation who are achievers and care about health. The purpose of this study is to describe the brandtouchpoints of the new positioning and to crosscheck whether the selection of brandtouchpoints that used in Bandung with accordance public perception. This research uses descriptive qualitative method and using constructivist paradigm. Qualitative research method is a research method based on post-positivism philosophy. The result of this study is brand touchpoints that used have been equal with the customer perception but still need strengthened in publicity.