Branding Strategies of Warta.Jogjakota.Go.Id in Building Brand Image as the Official News Portal of the City of Yogyakarta

Abstract

This study aims to identify the branding strategy used by warta.jogjakota.go.id news portal in building a brand image as the official news portal of the Yogyakarta City government. By applying Sicco Van Gelder's branding framework, this study focuses on the elements of brand positioning, brand identity, and brand personality. The qualitative methods used include observation, interviews, and document analysis. The findings show that warta.jogjakota.go.id successfully positions itself as a credible and up-to-date source of information through collaboration with local stakeholders, such as local government and small businesses. The portal also implements transparency in reporting as well as interactive features, such as live chat and polls, which encourage public participation. The brand identity is reinforced through visual elements, including the logo and color scheme, which reflect local culture and enhance user trust. In addition, the portal reflects the brand's honest, polite and humble personality, emphasizing a commitment to accurate reporting and community support. With a comprehensive branding approach, warta.jogjakota.go.id not only encourages public engagement, but also strengthens people's trust in official government information. This research underscores the importance of an effective branding strategy in creating positive perceptions of official news sources.