Strengthening City Branding through the City Branding Hexagon Model: A Case Study of Jembrana as a Cocoa City in Bali, Indonesia

I Komang Mahayana Putra (), Ni Wayan Sumetri, Ni Ketut Lasmini, Luh Putu Inten Rumini, I Gusti Ngurah Sanjaya and Nyoman Teristiyani Winaya
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I Komang Mahayana Putra: Politeknik Negeri Bali, Business Administration Department
Ni Wayan Sumetri: Politeknik Negeri Bali, Business Administration Department
Ni Ketut Lasmini: Politeknik Negeri Bali, Business Administration Department
Luh Putu Inten Rumini: Politeknik Negeri Bali, Business Administration Department
I Gusti Ngurah Sanjaya: Politeknik Negeri Bali, Business Administration Department
Nyoman Teristiyani Winaya: Politeknik Negeri Bali, Business Administration Department

A chapter in Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), 2025, pp 223-230 from Springer

Abstract: Abstract Jembrana Regency, located in the west of Bali, has the potential to become one of Indonesia's leading cocoa-producing regions. However, efforts to brand Jembrana as the ‘Cocoa City’ face several various challenges, including limited global recognition, inadequate infrastructure and a lack of integrated promotion. This study aims to analyse the influence of the six dimensions of the City Branding Hexagon model — Presence, Place, Potential, People, Pulse and Pre-requisites — on Jembrana's branding strength. A quantitative approach involving multiple linear regression analysis was used to collect data through surveys of cocoa farmers, micro, small and medium enterprises (MSMEs), and local communities. The results show that Place, People, Pulse and Pre-requisites significantly influence city branding, while Presence and Potential do not. This research provides a practical framework for developing regional branding strategies based on local agro-industrial strengths, and it contributes to the theoretical application of the City Branding Hexagon model in semi-rural regions.

Keywords: Branding Strategy; City Branding; Cocoa City; Hexagon Model; Jembrana (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-938-4_27

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