Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025

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

Authors
I Komang Mahayana Putra1, *, Ni Wayan Sumetri1, Ni Ketut Lasmini1, Luh Putu Inten Rumini1, I Gusti Ngurah Sanjaya1, Nyoman Teristiyani Winaya1
1Business Administration Department, Politeknik Negeri Bali, Bali, Indonesia
*Corresponding author. Email: komangmahayanaputra@pnb.ac.id
Corresponding Author
I Komang Mahayana Putra
Available Online 31 December 2025.
DOI
10.2991/978-94-6463-938-4_27How to use a DOI?
Keywords
Branding Strategy; City Branding; Cocoa City; Hexagon Model; Jembrana
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2025
ISBN
978-94-6463-938-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-938-4_27How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - I Komang Mahayana Putra
AU  - Ni Wayan Sumetri
AU  - Ni Ketut Lasmini
AU  - Luh Putu Inten Rumini
AU  - I Gusti Ngurah Sanjaya
AU  - Nyoman Teristiyani Winaya
PY  - 2025
DA  - 2025/12/31
TI  - Strengthening City Branding through the City Branding Hexagon Model: A Case Study of Jembrana as a Cocoa City in Bali, Indonesia
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
PB  - Atlantis Press
SP  - 223
EP  - 230
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-938-4_27
DO  - 10.2991/978-94-6463-938-4_27
ID  - Putra2025
ER  -