City Branding Bangkok as Creative City of Design

Abstract

UNESCO announced on 30 October that Bangkok was designated as a ‘Creative City of Design’. The important issue towards the strategic planning for developing economy of the country is the policy of Creative City. This important initiative or policy of the Creative City had driven from Creative Economy or the economy with creativity. The purpose of th is study is to analysecity branding on Bangkok as Creative City. The result of the research express three main components of communication city branding in Bangkok as Creative city is primary communication, secondary communication and tertiary communication. Primary communication city branding through implementation of providing of landscape, infrastructure, and behaviour. Secondary communication city branding through implementation of promotional programs at some marketing and promotion, public relations, and design. Tertiary communication with the application of WOM at media.