| dc.description.abstract | This study examines how Indonesia utilized its 2021–2022 G20 Presidency as a
strategic platform for nation branding. Drawing on Keith Dinnie’s Nation Branding
Framework, the research analyzes the alignment between Indonesia's prioritized identity,
the strategic communicators employed, and the resulting image formed among external
audiences. The central argument is that Indonesia adopted a planned and focused approach
in formulating its brand, strategically emphasizing four core identity elements (namely
History, Political Regime, Religion, and Landscape) to construct a narrative of the country
as a resilient, pluralistic democracy, and a stable, investment-ready middle power in a
polarized global system. These identities were transmitted through a series of
communicators, including Government Foreign Policy, Marketing Communications,
Prominent Actors, Artifacts, and The Diaspora. The findings demonstrate the strategy's
effectiveness: the resulting image was marked by diplomatic acknowledgment, positive
international media reception, and tangible outcomes. Indonesia was widely perceived as
an effective bridge-builder and a credible economic partner. This success was realized
through the convergence of political recognition and substantial investment commitments,
affirming that when rooted in a strong identity, nation branding can generate political
credibility and economic gains. | en_US |
