TheJakartaPost

Please Update your browser

Your browser is out of date, and may not be compatible with our website. A list of the most popular web browsers can be found below.
Just click on the icons to get to the download page.

Jakarta Post

Jokowi wants unified ‘national branding’ for positive image

Ayomi Amindoni (The Jakarta Post)
Jakarta
Tue, September 27, 2016

Share This Article

Change Size

Jokowi wants unified ‘national branding’ for positive image Upbeat -- President Joko "Jokowi" Widodo speaks at a Cabinet meeting at the Presidential Office in Jakarta. (Courtesy of the Presidential Office/File)

P

resident Joko "Jokowi" Widodo has urged the Cabinet to enhance the soft-power approach to improve Indonesia's image, highlighting national branding as a strategy to improve the country's competitiveness in trade, tourism and investment.

During a limited meeting on national branding held at the Presidential Office in Jakarta on Tuesday, Jokowi explained that currently each ministry acted independently in promoting trade, tourism and investment. For instance, the Trade Ministry with its “Remarkable Indonesia” tagline and the Tourism Ministry with the “Wonderful Indonesia” tagline.

As a result, strategies to build a positive image of Indonesia tended to separate and run alone. Even in exhibitions abroad, ministries did not coordinate well, he said.

"We will consolidate in order to be able to compete with other countries. I also urge the use of the soft-power approach be strengthened through cultural diplomacy, the promotion of Indonesian cuisine and also promotion through sports," Jokowi told his ministers.

He also asserted that establishing national branding was not simply the creation of a national logo or tagline, but an effort to achieve and maintain a positive perception of the country in the global environment.

"A positive image must be maintained by providing good, fast and professional services," he went on. (evi)

{

Your Opinion Matters

Share your experiences, suggestions, and any issues you've encountered on The Jakarta Post. We're here to listen.

Enter at least 30 characters
0 / 30

Thank You

Thank you for sharing your thoughts. We appreciate your feedback.