<![CDATA[Purpose: This study examines the implementation of city branding in Klaten Regency from a government communication perspective. Although city branding has been widely recognised as a strategy for promoting tourism and regional competitiveness, limited attention has been given to how government communication shapes regional identity. To address this gap, the study applies Kavaratzis' (2008) city branding framework.Methodology: A qualitative approach with purposive sampling was employed. Data were collected through in-depth interviews with four informants representing the local government, a university student, and cultural community, supported by observation and document analysis. The data were analysed using Kavaratzis' (2008) framework, covering research, planning, implementation, and communication, and validated through source triangulation.Results: City branding in Klaten Regency has not yet been implemented as an integrated strategy. Research remains focused on public services rather than place identity, while planning lacks an official brand book and branding governance mechanism. Consequently, branding is fragmented across Regional Apparatus Organizations (OPDs). Although digital communication has strengthened transparency and public engagement, it mainly promotes the Regent and government performance instead of Klaten's cultural heritage, tourism assets, and regional identity.Applications/Originality/Value: This study demonstrates that fragmented branding governance constrains the integration of research, planning, implementation, and communication. The findings highlight the importance of coordinated governance, official branding guidelines, and consistent government communication in developing a sustainable regional identity, while providing practical recommendations for local governments.]]>
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