TERRITORIAL MARKETING AND COLLECTIVE BRANDING TO SUPPORT REGIONAL DEVELOPMENT: A STUDY OF SMEs BATIK INDUSTRY

Global competition places more challenges not only for nations but also regions to attract potential resources. Marketing approaches have been pursued by the government and the local authority to communicate their places. The aim of this study is to analyze the implementation of territorial marketing and collective branding to support regional development. Region or territory has its own identity and uniqueness that can be used as a tool to differentiate from the competitors (other regions). More specifically, this study explores the process of building collective branding in Batik clusters located in Banyuripan, Bayat, Klaten Central Java Indonesia. Case study analysis and focus group discussions were conducted to gather and analyze the data. Four batik clusters were chosen as case study. The main objectives for this case study analysis are: 1) Finding the standard quality batik production. 2) Producing standard operation procedures to support collective branding. 3) Socialization of territorial marketing and implementation of collective branding. 4) Collective branding registration for Batik Banyuripan.