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Tuesday, September 27, 2016

Indonesia: Jokowi wants unified ‘national branding’ for positive image

“Wonderful Indonesia”
"A positive image must be maintained. I urge the use of the soft-power
approach be strengthened through cultural diplomacy, the promotion of
Indonesian cuisine and also promotion through sports." - Jokowi (no kidding)
President 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.

Source: The Jakarta Post, September 27, 2016

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