Page 50 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 01
INTRODUCTION
BRAND INDONESIA
EMERGING FROM THE SHADOWS
Indonesia’s image around the world yet to live up to the strength of positive feeling at home
fffTffIndonesia has a relatively low profile on the international stage compared to its larger neighbors to the north. Indonesian brands are little-known outside Southeast Asia, and the term ‘Made in Indonesia’ is not something that instantly conjures up a particularly strong mental image for consumers living outside the region.
around the world feeling very positively about it.
Globally, people feel most positive about the people and culture of Indonesia, slightly less so about its brands, and even less positive about its government. The country is most likely to be described as religious
and content – similar words used to describe India – and is least likely to be called cultured or charismatic. The country is seen as welcoming, family- focused, polite, and religious.
Locals, however, describe their country as fun, humorous, welcoming and polite. Regionally, there are concerns about corruption in Indonesia.
PEOPLE POWER
Perceptions globally about Indonesian- made products are similar to those from other Southeast Asian nations; products are seen as cheap, but of questionable quality and subject to poor safety standards. Indonesian people have a much more positive view about made-in-Indonesia goods – about 35 percent feel very positively about home-made products, while globally just over 10 percent of people feel the same about Indonesian products.
As is the case with most countries, people who have actually been to Indonesia have a higher opinion of the
fYet within Indonesia, there is tremendous pride in the country, its people, and its successful brands. At home, to be 'Made in Indonesia' is a highly positive attribute for a brand or product to have. It suggests artisanal quality, a richness of culture, and a connection with the country’s history. Indonesian people living or travelling abroad often take typically Indonesian goods with them – Indomie noodles, kretek cigarettes, or batik fabric – and see themselves as ambassadors for the country and its brands.
For Indonesia, developing a strong reputation and building the desirability of its brands is especially important at the moment, with the ASEAN single trading bloc for Southeast Asian nations due to come into being in late 2015, simplifying regional commerce.
MIND THE GAP
The divergence of opinion inside the country and abroad about what Brand Indonesia stands for is illustrated in the Personality Atlas,
a J. Walter Thompson study of the stereotypes and perceptions of 27 markets across the globe.
The Personality Atlas study, based
on interviews with more than 6,000 adults, highlights a ‘positivity gap’
in Indonesia and other developing countries; essentially, people feel more positive about their own country than people in other markets do.
The research found that in Indonesia, 36 percent of people feel very positively about the country. In countries in the region excluding Indonesia, only 9 percent feel that way about Indonesia, and globally,
11 percent feel very positively. This global score puts Indonesia level with India (11 percent globally view it very positively) and not far behind Singapore (13 percent), South Korea (13 percent), Thailand (16 percent), and China (22 percent). The U.S., for comparison, is regarded very positively by 31 percent of people worldwide, and the highest ranked country in the world is Canada, which has 46 percent of people
ffffff50 BrandZTM Top 50 Most Valuable Indonesian Brands 2015