11 † Corresponding author © 2016 Conscientia Beam. All Rights Reserved. ANALYSIS PLACE BRANDING AS A LOCAL CULTURE KAMPUNG NAGA WEST JAVA INDONESIA Mutia Tri Satya 1† --- Aneu Kuraesin 2 1,2STIE EKUITAS, Bandung, Jawa Barat, Indonesia ABSTRACT The purpose of this study is to describe the situation and condition of place branding local culture ethnic villages, determining factors of place branding that will be the basis for further strengthen an area icon, it will generate factors of place branding so that the area can determine which factors will be retained as a characteristic of the region, making attractive icons to be used as place branding is a ethnicvillage, which has been the ethnic village does not have a powerful icon to be used as selling points both for the local market and market global. For the respondents are either tourists, guide, organization commitee, and chairman of the organization. To view these researchers will use AHP (Analytical Hierarchy Process). Keywords: Place branding, Ethnic village. Received: 1 January 2016/ Revised: 14 January 2016/ Accepted: 20 January 2016/ Published: 25 January 2016 1. INTRODUCTION Indonesia has a rich culture that is very diverse, both in terms of customs, language, art, area, which is the selling point in this country. Likewise, within West Java, one of the provinces in Indonesia is very interesting in terms of culture. Western Java has a diverse culture that is no less interesting than the other provinces. West Java became one tourist destination both locally and overseas. One of the uniqueness to the province of West Java is many ethnic villages in this province. Each traditional village still holds a very strong cultural value. It can be seen from customs, norms, cultural values are still applied to generation of each generation. They are not affected by globalization. As happened in Kampung Naga, although of some relevant, department wants to install electricity in the village, but they refused. The grounds prevent fires due to electric current, in fact; the main reason is they do not want modern technology into the area. The balance of nature and humans is heavily defended in this ethnic village. As in the traditional village Cirendeu, they still retain the habit of eating cassava as a staple food derived ancestors. This cassava them if the air sorts of products. They also make constellation (rice cassava) for their daily needs. Each has distinctive custom homes each of which is very interesting to investigate. Where this research was to lift the place branding of an area. As with any product with the brand, a brand must have. The advantage of an area has place branding is: 1. An area / city / country will have a brand that became an icon. So that the public perception when he heard the icon, will be directly linked to the region. 2. The place offers a unique branding, can be used as an attraction for people both locally and internationally, 3. When an area to apply a place branding, then the value of the area with other areas will be different. International Journal of Management and Sustainability 2016 Vol. 5, No. 2, 11-16. ISSN(e): 2306-0662 ISSN(p): 2306-9856 DOI: 10.18488/journal.11/2016.5.2/11.2.11.16 © 2016 Conscientia Beam. All Rights Reserved.