Branding Strategy in Indonesia

Alfin Frans Nainggolan and Frizolla Putri

No 2024-RPR-35 in Books from Economic Research Institute for ASEAN and East Asia (ERIA)

Abstract: The intersection of intellectual property rights and economic development presents unique opportunities for Indonesia, particularly in leveraging its rich cultural heritage, natural resources, and digital transformation. This study, part of ERIA’s Branding Strategy research series, explores how Indonesia can utilise branding to drive economic growth in the digital era and post-COVID-19 recovery. The research examines the relationship between Indonesia’s intellectual property (IP) regime and branding strategies, with a focus on trademarks and geographical indications (GIs). It provides a comprehensive analysis of relevant regulations and data from the Directorate General of Intellectual Property (DGIP) under the Ministry of Law and Human Rights (MOLHR). Through case studies and enterprise interviews, the study evaluates successful branding strategies and regulatory frameworks in key sectors. The findings suggest that strategic branding, supported by strong IP protection, could significantly enhance Indonesia’s economic competitiveness within ASEAN. This research contributes to both academic discourse and practical policy development, offering actionable recommendations to strengthen regional collaboration in Southeast Asia’s dynamic market landscape.

Date: 2024
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