National Brand

Jun 12th, 2007, in Business & Economy, by

Creating a national brand for Indonesia.

Tourism minister Jero Wacik promised on 4th June that by 2008 the government will have chosen a national brand for Indonesia to promote the country and its economic and tourist charms to the world.

The form of the branding will represent all parts of Indonesia. Like Malaysia with its "Truly Asia" brand, which represents all the people of Malaysia.

Those government departments to be involved in creating the brand are Tourism, Trade, and the Investment Board (BPKM). Jero said 154 billion rupiah out of the state budget would be requested for promotion purposes.

Never Ending Asia
"Never Ending Asia", Yogyakarta's brand.

Bali is my life
"Bali is my life".

Trade minister Mari Elka Pangestu said the creation of the national branding would take six to eight months. She said Malaysia took ten years to develop the "Truly Asia" brand.

Malaysia Truly Asia
Malaysia Truly Asia.

Mari said the actual concept for the brand had not yet been worked out. mediaindo


12 Comments on “National Brand”

  1. avatar DoOs says:

    I must say those are ugly brand logos except for the truly asia. I can make better than those 😀 is this the private sector working to promote tourism or the public sector?

  2. avatar Dimp says:

    How about “Indonesia, where money talks and bs walks”.

  3. avatar Arema says:

    It’s of little use. Surely one or two in 250 million people can come up with something better than the already-very-good “Malaysia, Truly Asia” national brand, but, as long as foreign newspaper still keep on publishing terrorists run amok in Indonesia, poor enforcement of law, Indonesia is an unsafe place for foreigners, most Indonesians can’t speak English, etc etc etc, then no matter how glamorous and costly the promotion is, it will achieve nothing.

    I’m not against the creation of National Brand, it’s definitely good for the country, but Indonesia have to settle more crucial things first as a foundation to attract foreign investors and tourists in.

    The name “Indonesia” now is synonymous with bad things in foreigners’ ears. We have to change that, bit by bit. But it has to be a collective effort from everyone, otherwise their opinion will still be “there are good Indonesians, but the majority is [fill in the blanks], let’s avoid them whenever possible”.

  4. avatar Tomaculum says:

    And the brand: “Never ending Asia” or “Bhinneka Tunggal Ika, we love the diversity” or “Friendly Indonesia, selamat datang” or things like that (with pictures of smiling, happy people) will be neutralized by news how some brainless people take the law in their hand and do sweeping of Australian tourists or by some who destroy churchs.
    I don’t know Jero Wacik, but I would be horrified of the naivety of M. Pangestu, if she believes Indonesia will get a better image in the world by the brands and that then the tourists will come in droves to Indonesia.

  5. avatar Bas says:

    Just another stupid thing to laugh at is coming. The brand will change nothing about the reality!

    Yogja, “Never ending Asia”. Have you seen Jalan Kaliurang now? Hundreds of billboards and promotional boards along the street. That is so ugly. And the way of life of students there is already the sama as in Jakarta.
    I don’t even wanna talk about the trashcan called Bali.

    Give me the money instead of making a national brand!

  6. avatar Dimp says:

    Hi Arema,

    as long as foreign newspaper still keep on publishing terrorists run amok in Indonesia, poor enforcement of law, Indonesia is an unsafe place for foreigners, most Indonesians can’t speak English, etc etc etc, then no matter how glamorous and costly the promotion is, it will achieve nothing.

    Don’t blame the foreign newspaper for telling the truth.

    The name “Indonesia” now is synonymous with bad things in foreigners’ ears.

    Who can blame the them, the truth is “Indonesia” is far from safe for them, Bali bombing, Marriott bombing, the Australian embassy bombing, the constant sweeping, the push for APP and Syariah, anti “western” demonstration. What we as “Indonesian” need to do is to eradicate these things first, eliminate FPI and FBR who constantly show their violence and anarchist nature in the name of “Islam”. Show that Indonesia is a law abiding country and don’t let some people to act above the law, then we can come up with the National Brand. What Jero Wacik is doing is just copying Malaysia without actually knowing the essence of the Brand.

  7. avatar Bugiman says:

    I wouldn’t even bother promoting Indonesia at this stage, too many negative recent images, and they continue. If I was going to try, I wouldn’t mention “Indonesia” I would call it “The Spice Islands” or “The Islands of Spice”

    Add Indonesia at a later date, when things settle down, if they ever do! It’s a great place, great sights and lovely people. The area that could see considerable growth is the maritime tourism sector, but not in it’s current state of organization, in fact dis-organization.

    As long as the “jobs for the boys” method of employing people exists, Indonesia is not going anywhere. You have a lot of tallented people that don’t see the light of day, employ based on talent, not on “who they know”

  8. avatar Arema says:

    Hi Dimp,

    Don’t blame the foreign newspaper for telling the truth.

    If I sounded like blaming newspaper, I didn’t mean that at all. I agree with you that they just publish the truth. The point on that paragraph is: Ads is useless if newspaper say the exact opposite. I think it’s quite clear why.

    Who can blame the them, the truth is “Indonesia” is far from safe for them, Bali bombing, Marriott bombing, the Australian embassy bombing, the constant sweeping, the push for APP and Syariah, anti “western” demonstration. What we as “Indonesian” need to do is to eradicate these things first, eliminate FPI and FBR who constantly show their violence and anarchist nature in the name of “Islam”. Show that Indonesia is a law abiding country and don’t let some people to act above the law, then we can come up with the National Brand. What Jero Wacik is doing is just copying Malaysia without actually knowing the essence of the Brand.

    And I didn’t blame the foreigners either. They believe what the newspaper and TV news say, and so do I. They’re facts. Sad facts. A reputation with a stench so bad that everyone would stay away when hearing our country’s name. This is our homework as future generation of Indonesia.

  9. avatar Dimp says:

    Hi Arema,

    A reputation with a stench so bad that everyone would stay away when hearing our country’s name. This is our homework as future generation of Indonesia.

    Sorry if I misunderstood your statements before, but I agree it is a bigger problem to fix the reputation and it certainly won’t be fix by “National Brand”. Why is it Indonesia always try to copy Malaysia? Remember Visit Malaysia Year, the next year Indonesia follow suit with Visit Indonesia Year. We are just a bunch of copycats, and not a very good one at it too. We just copy the “kulit” without understanding the “isi”.

  10. avatar Bugiman says:

    Hi Dimp

    You are correct, their is a fundemental difference between creative people and those that copy others ideas, but in fact most ideas are taken from others.
    It is the difference between creators and assemblers, it takes very little brain power to assemble/copy something. Sadly, we do not nurture and support creative people, unless we can see lots of money in it.

  11. avatar Anders says:

    I strongly beleive that Indonesia should promote the Indonesian food and food culture much more. There are many nice things in Indonesia and the Indonesian food is really one of these things. I am a foreigner and I am married to a woman from Jakarta. I simply love Indonesia and I think of Indonesia as my second home. As a foreigner I am convinced that other foreigners would fall in love with indonesia and Indonesian food if they only knew about it. Besides, all my Indonesian friends either talk about food or eat food all day long 😉 which makes it a big part of Indonesian every day culture. I have introduced Indonesian food to my friends in my country and they simply love it, even my 65 year old father. Most people in my country know about Bali but there are so much more to discover in Indonesia. I really hope that more Indonesian people can benifit from money that tourism can provide. The feeling of coming to Jakarta with all the traffic and people is an amazing experience when you come from a country that is silent with almost no traffic. I just love to ride bajaj some times and eat bubur ayam in a kaki lima. Please keep all of that! Many tourists love these kinds of things because they don’t have that in their own country.

  12. avatar N. Mark Castro says:

    Indonesia
    a nation in action

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