Strategy of Forming Banjarmasin City Branding as Clean and Comfortable (Barasih wan Nyaman) River City

Banjarmasin BAIMAN Barasih wan nyaman (clean and comfortable) Is City Brand that initiated by Ibnu Sina as the mayor of Banjarmasin. To promote this city brand, the government of Banjarmasin city used a strategy. The aim of this study was to analyze strategy of Banjarmasin BAIMAN city Branding. This Study used the qualitative method, The data was collected by interview, documentation, and observation. The result was Implementation of city branding strategy through posted the picture and video of government activities that related with city branding with hashtag #banjarmasin_barasih_wan_nyaman in social media, publication in newspaper, created good Banjarmasin application for smartphone, organized Jukung Hias festival as special event then involved citizen and environmental care community in cleaning program such as Babarasih Program. Keywords—city branding strategy; Banjarmasin BAIMAN