TOURISM BRANDING IN ASEAN COUNTRIES

Abstract

We know ASEAN motto is one vision, one identity, one community. For the purpose of ASEAN tourism, ASEAN using the tagline feel the warmth. Not only ASEAN trying to promote the tourism in the community but also each country in ASEAN has their own tourism slogan. Namely Brunei (Brunei, The Green Heart of Borneo, The Kingdom of Unexpected Treasures), Cambodia (Kingdom of Wonder), Indonesia (Wonderful Indonesia), Laos (Simply Beautiful), Malaysia (Malaysia Truly Asia), Myanmar (Mystical Myanmar), Philippines (It’s More Fun in the Philippines), Singapore (Your Singapore), Thailand (Amazing Thailand, Always Amazes You), Vietnam (The Timeless Charm). According to Kotler (2008) brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller of a group the of seller and to differentiate them from those of competitors. In 1965 Association for Better New York launched campaign “The Big Apple”. It was J FitzGerald a reporter in Morning Telegraph who started using the word The Big Apple in 1920. After the campaign New York had shown the significant increasing tourist number. Now days there are a lot of cities in famous country also using the branding too promote it tourism. Not only in developing country but also in develop country such as France, England, USA and others. This paper is trying to explain how city branding has been developing in almost all ASEAN country. But we will focusing on city branding in Indonesia. Literature study is used for this research. Keywords: branding, tourism, Asea