Citation: Implementation of Smart Branding Policy in the River City of Banjarmasin

This study departs from the regulation of Mayor Banjarmasin Number 40 2019 concerning Smart City Masterplan, which requires implementation revised to maximize identity river city as branding, namely D(River) smart city. aims identify policies and Branding Policies in Banjarmasin. used a qualitative descriptive approach with data collection techniques carried out by triangulation sources through literature studies, observation, in-depth interviews, inductive analysis. The results show that are contained Masterplan for 2022-2026, was based on 2021-2026 Medium Term Development Plan. Then can be identified into three categories: Facilitation ICT at Riverside View Tower, System Integration Tourist Areas, Digitalization Tourism Cultural Promotion. In each category, there is gap between ideal conditions due lack public participation, data, resources, regulations, disaster mitigation. However, it recommended should minimized overcoming constraints so policy becomes more optimal.