Page 17 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Introduction OVERVIEW
To many international brand managers, and to the most successful and nimble brands in Indonesia, these are questions they are already addressing, but they are especially important to
a meaningful connection with a consumer that matters most. It is no longer enough to be visible; brands must have something relevant to say after they get noticed.
Successful brands – both local and international – are telling stories that reach across the diversity of modern Indonesia, and are helping people navigate the tensions they manage as
their lives change.
Few Indonesian brands
have established a global presence, but those pioneering names expanding across the region are doing so from a strong position in this complex and demanding home market. More local brands will, in the coming years, start to realize
appreciate now.
Indonesian people are seeking out the brands that help
them embrace modernity, progress and technology - but without having to sacriice their heritage and spiritualism.
WHAT’S EXCITING NOW IS THE SENSE THAT INDONESIA IS ENTERING A NEW, PIVOTAL STAGE IN ITS DEVELOPMENT
Just four years ago,
a BrandZM study into what was setting the strongest brands apart from the competition found that saliency played the dominant role in consumer choice – essentially, the ease with which a brand name sprang to mind was the key to its success. Now, however, the role of saliency has declined signiicantly, and it is a brand’s ability to make
Advertising has tremendous power to help consumers identify the brands and products that can enrich their lives. But to advertise successfully in Indonesia means achieving a delicate balance between relecting cultural values that resonate across a diverse nation, and at the same time being suiciently creative to stand out in a cluttered advertising environment.
their regional and global aspirations.
There remains a sizeable, long-term opportunity for brands to grow in Indonesia. While personal wealth is greater and more widely distributed than it’s ever been before, aluence is still a relative concept, and much potential remains unmined.
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