Improve Nation Branding, President Jokowi Says

President Jokowi accompanied by Vice President Jusuf Kalla before starting a Limited Meeting on further discussion on Nation Branding on Friday (3/2), at the Presidential Palace, Jakarta

Considering that Indonesian branding power in trade, investment, and tourism sectors are not as strong as other countries, President Joko “Jokowi” Widodo instructed all to improve it as other countries do so to their nation branding.

“According to the data from trade and investment sectors, Indonesian branding power position was at 6.4 percent, behind Singapore with 10 percent, and Thailand which is slightly above Indonesia. The position is below the average figure which is 7.7 percent,” President Jokowi said in his introductory remarks at a Limited Meeting on further discussion on National Branding on Friday (3/2), at the Presidential Palace, Jakarta.

The President also said that the position of Indonesian branding power in tourism was at 5.2 percent, behind Thailand with 9.4 percent, which is the first rank in Asia, and Singapore with 8.6 percent.

Therefore, President Jokowi asked all to improve the position  as many countries are giving their best to promote their nation branding. “Through branding power, the countries hope to improve competitiveness in investment, trade, and tourism sectors. They also compete to build their image by conducting soft power diplomacy through film screenings, culinary, and sports promotion,” the President added.

President Jokowi, who was accompanied by Vice President Jusuf Kalla in that event, asserted the importance of understanding Indonesia’s strengths and weaknesses in branding power, including the positive and negative perceptions about Indonesia.

In building Indonesia’s image in the world, all ministries and institutions must not work on their own, for example, Ministry of Trade which has “Remarkable Indonesia” as its own tagline, while Ministry of Tourism has “Wonderful Indonesia”, not to mention Investment Coordinating Board (BKPM) which has its own tagline to promote nation branding.

Therefore, President Jokowi reminded all that consolidated efforts in promotion event and exhibition abroad need to be conducted. Thus, it will bring massive, integrated, concrete, and real impact to Indonesia’s competitiveness in investment, trade, and tourism sectors.

President Jokowi asserted that nation branding is not about creating logo, tagline, or slogan, but to ensure positive image to be felt by everyone visiting Indonesia. “It means, we need to focus on materializing as well as maintaining this image,” the President added.

Also attending the Limited Meeting were Coordinating Minister for Political, Legal, and Security Affairs Wiranto, Coordinating Minister for the Economy Darmin Nasution, Coordinating Minister for Human Development and Culture Puan Maharani, Coordinating Minister for Maritime Affairs Luhut B. Pandjaitan, Cabinet Secretary Pramono Anung, Presidential Chief of Staff Teten Masduki, Minister of Finance Sri Mulyani Indrawati, Minister of Industry Airlangga Hartarto, Minister of Trade Enggartiasto Lukita, Minister of Foreign Affairs Retno Marsudi, Minister of Law and Human Rights Yasonna H. Laoly, Minister of Communication and Informatics Rudiantara, Minister of State-Owned Enterprises Rini Soemarno, Minister of Maritime Affairs and Fisheries Susi Pudjiastuti, and Head of Creative Economy Agency Triawan Munaf. (FID/JAY/ES) (RAS/MMB/YM/Naster)