STUDY ON THE STRENGTHENING OF REGIONAL COMPETITIVENESS THROUGH LOCAL BRANDING OF BANDUNG DISTRICT

Abstract

One of the strategies to generate profits in the economic sector in an area is to do Local Branding. Local branding that is well managed by an area can bring benefits in various fields. This is because Local Branding is attached to the regions that use it and as a regional promotional event. The Study on Strengthening Regional Competitiveness through "Local Branding" is intended to obtain information on the superior potential of the Bandung Regency area that can contribute to economic development. Some of the strategies to strengthen Regional Competitiveness that are carried out are through steps, Strengthening Start Up and MSMEs through the Business Incubator, Regional Innovation and Branding Strategy programs. In addition, in the current digital era, the use of information technology should have become one of the options in developing regional potential, through empowering small and medium enterprises. However, from research from 2016 to 2019, the development of the digital market in developing MSMEs has not been maximized. Strengthening regional competitiveness, one of the important things to do is empowerment and development of MSMEs by utilizing information technology.