A new era in building great brands for Indonesia: Unlocking the power of your brand to drive growth

This article looks at how rapid change in Indonesia is having major implications for brands, and establishes three key 'weapons' that can accelerate growth.

A new era in building great brands for Indonesia: Unlocking the power of your brand to drive growth

Richard McLeod Millward Brown

Executive Summary: A new era in building great brands for Indonesia

At his inauguration speech in October 2014, Indonesia's newly elected president Joko Widodo quoted the first incumbent of the role, Bung Karno:

"To develop Indonesia into a great, strong, prosperous and peaceful nation, we must possess the heart of 'cakrawarti samudera,' namely the heart of a sailor who courageously sails through big currents and rolling waves."

As a new and complex brand building landscape in Indonesia...

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