Ternate-tidore spice islands: a territory branding process

Abstract

Territory branding strategies have recently been adopted to intensify urban competition for resources, markets, opportunities and attention. This paper examines the new strategy for territory management through branding for a low GDP territory but with remarkable natural resources. Applying the “critical city” approach, analysis through diagnosis will be started by SWOT tools to define vision and mission. Then priority and drivers are formulated to be achieved in the future. Branding, placement and benchmarking are considered as the marketing process which will be followed by strategy implementation in some projects as actions. From the results, the strong territory branding based on its identity can be formulated.