One good tool for introducing the potential of a city is through city branding. So it is very important to choose the right city branding strategy so that the goal is to attract the target city consumers can be achieved and on target. Local governments must be able to communicate the potential of the city, the uniqueness that can be offered so that the wider community easily remembers the image formed when referring to the city.
Involving the community in the city branding strategy is commonly used by governments around the world. Realizing the importance of the role of the community, the City Government of Kediri initiated and supported a community to promote the city's tagline, the Harmony Kediri Brand Community (HKBC). HKBC is expected to become a forum for the involvement of the city community to form a city branding with the tagline "harmony of the service city".
The purpose of this study is to determine the role of the Kediri Brand Community Harmony towards understanding the slogan of the city of Kediri. This study uses a quantitative descriptive approach, the sample of this study amounted to 100 people who were the people of Kediri City who attended the event which was held in the Harmony of Kediri Brand Community. Retrieval of data using questionnaires in the form of Likert scale. Analysis of research data using a simple linear regression test, after previously tested for normality and linearity.
The results of this study mention that there is a significant influence between the Harmony of Kediri Brand Community towards the public’s understanding of the slogan of the image of Kediri City. in the city branding strategy towards the image of the City of Kediri.
Keywords : City of Kediri slogan, Branding of Kediri City, Harmoni of Kediri Brand Community