Branding Indonesia: Issues and Challenges
Branding Indonesia: Issues and Challenges authored by Haridass Nagalingam attempts to develop idea on the importance and need to brand Indonesia and the issues and challenges pertaining to it in a global competitive scenario. The main objective of this research is to establish whether there is a need to create a competitive identity for and brand Indonesia based on the perception of its customers. The questions that needed to be answered are, should Indonesia invest in national branding as part of the image-building strategy? Is it critical for future growth and development of Indonesia and what will be its benefits? Is there a case for national branding in Indonesia, what are its strengths and weaknesses, opportunities and threats? nnThe research methodology used scientific approach to the research process as proposed by Maylor and Blackmon (2005). The process encompassed defining research topic, establishing research questions, data collection, data analysis, data analysis and reporting findings. Literature review was done via book references and internet sources on the theories and current practices of branding. nnThe data collection from the questionnaire survey was analyzed using both quantitative and qualitative analysis. The descriptive analysis provided an account of what was the general perception of Indonesia by foreigners and the hypothesis testing provided evidence of the correlation of some key variables related to image building. The thesis concludes with the answers to the research questions and recommendations which touches on the role of government in image building.
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