The Old City which is called Kota Tua is a historical tourism place in Jakarta which was built\nby Dutch colonialism in the 17th century. At that time, this location was the center of a Dutch\ncompany for spice trade also provided the original town hall as a public sphere for the\ncolonialist. After the independence era, the most famous buildings in this area were Jakarta\nHistory Museum and a town hall which is considered a landmark and an icon for this\nlocation. The purpose of this paper is to explain the construction of the city branding in the\nurban landscapes. At this point, this paper draws the attention to the connection of both the\nidentity and the image of the city beyond city branding. On the other side, this paper also\nfocuses on the impact of city branding on the tourism aspect in Jakarta. This study used a\nqualitative method with a case study research design conducted in Kota Tua. Kota Tua is\none of the tourism objects that is still maintaining the historical-cultural-social identity of\nJakarta. Kota Tua is one of the icons of the city of Jakarta. As the icon, Kota Tua becomes the\nmodel of the city branding project. The subjects in this study were the parties involved in\nbranding Kota Tua Jakarta. The subjects were purposively selected and divided into three\ncategories as follows: key informants, additional informants and triangulation informants.\nBased on the findings of this study, it is argued that city branding is a potential tool to bring\nnew perspectives as well as new creations which particularly help a site promote the\nidentity and image of the city. In practice, city branding is a part related with the cultural\nidentity of the Kota Tua, which represents colonialism history during the Ducth colonialism.\nIn addition, it was potentially strategic for imagining the urban landscapes. In this case, city\nbranding can be a strategy to connect the historical and cultural heritages with tourism\nattraction in an advance urban changing. Moreover, this paper covers how city branding\ncontributes to urban landscape which is an urban project for the alternative development in\nthe city.
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