Page 51 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Introduction BRAND INDONESIA
country than those who have never visited. And people aged under 35 feel signiicantly more positively towards Indonesia than those aged 35-plus – a diference of 10 percentage points.
When asked about the culture of a country, people rank Indonesia above South Korea and not far below Hong Kong and Singapore. When asked about the people, the world ranks Indonesians at about the same level as people from Egypt, Russia, Saudi Arabia, and South Africa.
These indings chime with the BrandZM country personality proile for Indonesia, compiled from the descriptions local consumers form of the country’s most valuable brands, using a vocabulary of 20 personality characteristics. Brand Indonesia,
the cumulative impression that consumers have of the country’s Top 50 most valuable brands, emerges
as trustworthy, wise, and friendly. Indonesian brands are rarely seen as playful or rebellious.
A country brand personality helps brand owners understand how a particular brand its into consumers’ general view of brands across categories. For exporters, country brand comparisons identify the potential areas of advantage or disadvantage, where a country brand can help propel or slow international expansion.
Indonesia
India
Brazil
China
Global
LatAm
Playful
Trustworthy
Wise
Rebellious Innocent
Adventurous
Sexy
Straightforward
Friendly Kind
Fun
Generous
Diferent
Creative Desirable
Brand Indonesia has much
in common with Brand India and Brand China; all are seen as trustworthy and wise. Indonesia is seen as more generous and more fun.
Idealistic Assertive
In Control
Caring
Brave
Be locally relevant. Local brands dominate the
Top 50, and Indonesians take tremendous pride in home-grown success stories. But the rankings also show that multinational brands can succeed in this market by tailoring their attributes to the Indonesian
market. Being locally relevant is not just about looking local – perhaps by remaking a global communications campaign with local talent. It is about making a locally relevant connection with consumers. The 10 multinationals in the Top 50 have an average score on the meaningful index of 156 (compared to 100 for all brands), while that for the 10 most meaningful local brands in the ranking is 163 – an almost insigniicant diference. Multinational brands can help consumers resolve the tension they feel between traditional values and being worldly and modern. They can ofer something new, diferent and aspirational, while at the same time respecting tradition.
THEORY IN ACTION
Pond’s skincare range focuses
on whitening, an important beauty beneit for Indonesian women. This is ampliied
through advertising featuring everyday Indonesian women and through endorsement by local celebrities. Sunsilk, meanwhile, communicates the shine it can give naturally black hair, with local celebrity backing. It is so locally relevant that many consumers regard it as an Indonesian brand.
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