Branding Strategy: How Pasar Kebon Empring can Survive During Pandemic Outbreak

Abstract

The Covid-19 outbreak has affected various strategic sectors all over the world. One of them is the tourism sector. Pasar Kebon Empring (PKE) as one of the tourism destinations in Yogyakarta also faces some challenges during the pandemic since the government regulation limiting the access of people gathering in a large number. This paper aims to illustrate the branding strategy of PKE and the challenges faced during the pandemic. The theory of branding strategy proposed by Kotler (2009) was employed in this study. The descriptive qualitative method is used in this study. The result of the study shows that PKE poses a natural atmosphere as its brand positioning, positive impression toward the service was also gained from the visitors as its brand personality, and various traditional culinary and bamboo stuff were indicated its brand identity. Moreover, dealing with the decreased number of visitors, the management of PKE provided some promotion media to secure visitor’s safety.