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City branding is becoming a popular word in Indonesia because the regions are racing to find "branding" for their city. City branding is considered to be a necessity that can support the welfare of the people in it. In Indonesia, there are some regions that are very confident in finding their city branding, but there are still many regions that are still uncertain, one of which is Bangkalan, Madura. In this research, the method used is qualitative with a case study approach, in-depth interviews, observation and analyzing documents in order to obtain holistic and in-depth information. The conclusion generated in this study is the uncertainty of the image of the city which is known to have the City Dzikir and Sholawat jargon as seen from the local government does not have a clear concept and does not have a strong commitment to City Branding to be built. The Bangkalan Regional Government has not seriously synergized with other stakeholders in designing and finding the right City Branding

A Dilemma of City Branding in Bangkalan District of Madura