Refining Indonesia’s nation branding strategy | Perpustakaan Kementerian Luar Negeri

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Refining Indonesia’s nation branding strategy

Maria Putri Kusumanegari - Nama Orang;

Countries engage in nation branding strategy to attract tourists, increase export and encourage investment. As such, the underlying purpose of nation branding converge with Indonesia’s economic diplomacy objectives. Indonesia has started its journey on nation branding, but it lacks a unifying element in doing so. At the outset, it has several ‘brands’ to promote for different purposes, as there is Wonderful Indonesia on one end and also Trade with Remarkable Indonesia on the other. From the existing global indexes on nation branding, Indonesia is also positioned at the bottom quarter. While successful nation branding may contribute positively to a country’s economic objectives, Indonesia is yet to optimize this opportunity. As such, this paper draws from both theoretical framework and other country’s best practices to suggest strategy for Indonesia in improving its nation branding. It further discusses how a nation branding strategy could support image management of a country. The recommended policy in this regard is to have the necessary regulation on nation branding strategy, with the establishment of a national coordination team as its key mandate. The team should be tasked to develop the umbrella brand, to formulate strategic actions including image management, as well as to monitor and to evaluate. While the coordinating team should encompass various government agencies and private sectors, the central role as catalysator must be played by the Ministry of Foreign Affairs given the nature of branding.

Ketersediaan

2022-0024 Sesdilu 72-2022 Training Materials Repository Tersedia

Informasi Detail

Judul Seri: -
No. Panggil: Sesdilu 72-2022
Penerbit: Jakarta : Kementerian Luar Negeri., 2022
Deskripsi Fisik: -
Bahasa: English
ISBN/ISSN: -
Klasifikasi: NONE
Tipe Isi: text
Tipe Media: computer
Tipe Pembawa: online resource
Edisi: -
Subjek: -
Info Detail Spesifik: -
Pernyataan Tanggungjawab: UPT Sekolah Staf Dinas Luar Negeri

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