This paper have been presented at IDECON 2016 organized by the Faculty of Manufacturing Engineering, UTeM at Adya Hotel, Langkawi. Audiences will be guided by city branding theories which later on may tapping the meaning of a complete green city branding in order to sustain the Malacca state city.

1. BRANDING MALACCA AS A COMPLETE GREEN CITY
FOR STATE IMAGE ENHANCEMENT

2. SECTION 1:
INTRODUCTION

3. o In 2010, the Malacca state government set a vision on
becoming a green technology city and be a ‘green city
state’ within 10 years.
o Green City (GC) has been set as a new agenda for urban
planning which aims to reduce the carbon footprint of
the city or state by improving the livability.
o The Malacca state government has been reacting towards
the GC concept by branding the state with a slogan
“Melaka Maju Negeriku Sayang, Negeri Bandar
Teknologi Hijau” in order to achieve the vision in year
2020.

4. oLewis, E.(2015) mentioned that Green City Branding (GCB)
an approach to integrate the city planning to respond to
their climate change and locations by optimizing the
availability of natural assets and to promote economic
development while maintaining the city biodiversity
(OECD,2010).
oTherefore, what are the factors that causes Malacca state to
embark in GCB and the strategies involved in GCB that have
been implemented by Malacca State Government?

6. SECTION 2:
RESEARCH METHODS

7. o Qualitative Method
o Case study: Melaka Green Technology Corporation (MGTC)
o Semi-structured in-depth interview-15 executives
o Sample interview questions:
 What are the factors that cause Malacca to implement a complete GCB?
 How do the GCB factors can contribute towards the state image enhancement?
 What type of effective communication to increase the awareness of GCB?
 Who are the partners involved in public-private partnership for GCB?
o Secondary data: Books, Journals, Newspapers, Magazines,
Websites

8. o Explanation Building
This technique is to test a theoretical proposition (Yin, 2009).
It is a deductive process to analyse qualitative data that
involves the iterative examination of a number of strategically
selected cases to test a theoretical proposition (Saunders et
al., 2012)

9. SECTION 3:
RESULTS AND DISCUSSION

10. Scholars Factors Causes GCB Details
Orgaisation for Economic
Co-operation
Developmant (OECD)
(2012 )
• Sustainable
Development for
Tourism
• Provision of Electric buses as land public transportation.
• Green hotels (Kings Green Hotel)
• Adopt Photovoltaic System (PVS) as solar electricity to enhance climate
mitigation.
Minghui, Q. (2011)
• Attract Talent • Need to utilize human capital with skillful individual to involve in GC
projects.
• City Branding
Organisation
• Malacca Green Technology Corporation (MGTC) responsible in green
technology development for Malacca.
• City Branding System • The Blueprint of “ Melaka Negeriku Sayang, Negeri Bandar Teknologi
Hijau” provide clear guideline to develop a sustainable city.
• City Branding Culture • MGTC employees support by practice green culture in office.
• City Branding on
People
• All personnel in Malacca state government may contribute to GC
development.
Henner, B. & Stefan, A.
(2015)
• Climate Change • Malacca state support Prime Minister pledge to reduce the intensity
carbon to 40% which may enhance the eco-city image.
• Pollutions act as threat to human health thus forced them to spend for
medical treatment.

11. Scholars Strategies Involved in GCB Details
Minghui, Q.
(2011)
• City Branding Identification • Chief Minister of Malacca promote GC development to whole
country because it is new concept.
• City Branding Architecture • Malacca Green Seal as certification mark for green building.
• Malacca World Solar Valley (MWSV)-construction materials
from eco products.
• City Branding
Communication
• Official Facebook
• Bulletin (Every 3 month)
• Articles
• Other advertising materials (newspapers/ billboard/
magazines)
• City Branding Audit • Energy building audit conducted in 9 government buildings by
Danish Energy Management (DEM).
• Aim to identify the power usage and then suggest the energy
efficiency.
Sicco, V., G. & Malcom A.,
(2006)
• Public-Private-Partnership
(PPP)
• Malacca represent Malaysia in Indonesia-Malaysia-Thailand
Growth Triangle (IMT-GT) to stimulate economic development
which supported by Asian Development Bank (ADB)

12. SECTION 4:
CONCLUSION

13. o In conclusion, to complete GCB in Malacca state involve a
long-term commitment and strategy from all agencies
and community.
o A sufficient funds also should be allocated to all city
council in Malacca state to enhance the city’s green
infrastructure.
o GCB is very important for Malacca state to align with the
Developed State status because the image of the state will
be sustain when the GC vision being shared among
communities.