Branding Malacca As A Complete Green City For State Image Enhancement

Fatin Hafizah, Mohammad Sukri (2015) Branding Malacca As A Complete Green City For State Image Enhancement. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The Malacca state government had a vision to be a Green City State by 2020 through slogan of “Melaka Maju Negeriku Sayang, Negeri Bandar Teknologi Hijau.” The objectives of this study are (1) to examine the factors that causes Malacca state government to implement a complete green city branding in Malacca state, (2) to investigate the strategies that the Malacca state government to implement or a complete green city branding to enhance state image, and (3) to suggest the innovative suggestions for a complete green city branding in order to enhance the state image in Malacca. The factors influences the Malacca state government to move in green city branding such as tourism, foreign direct investment (FDI), talent attraction, city branding organization, city branding system, city branding culture, city branding on people and climate change. Meanwhile strategies implemented by the Malacca state government to enhance the green city branding such as city branding identification, city branding architecture, city branding position, city branding communication, city branding audit and partnership. As the green city branding is still on undergoing process, this research is a descriptive case study. The qualitative method through in-depth interview with fifteen significant respondents have been conducted, which included the three (3) of the top management and twelve (12) executives in Melaka Green Technology Corporation (MGTC). Throughout the study, the climate change factor is the most crucial factor meanwhile the most effective strategy in the green city branding is partnership among various agencies. Hence, the generalization can be done by adopting the branding of green city to other state such as Putrajaya and Selangor.

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