Global Brand Development

A large number of Indonesia non-oil commodities for export at the moment are still non-branded. The branded export products-if found-are largely of which are owned by foreign outfits or multinational companies. To bolster the product's added value, NAFED is developing a program on global brand development.

Considering the fact that building brand has a high level of difficulty, be it finance, time, or energy as well as limited sources at NAFED itself, it sounds critical for NAFED to set conditions for those guided candidates in the brand development. The guided partner candidates in the brand development should meet requirements as follows:

1. Have sold products with their own brands during 3 (three) consecutive years at the minimum
2. Have SIUP, WDP, NPWP, Izin Usaha, dan TDP
3. Have production facilities in Indonesia and employ majority workers of Indonesian national
4. Have to be free from the below related problems as:
1. Banking loans
2. Customs and excise
3. Taxation
4. Misappropriation of export-import facilities
5. Environmental pollution
6. Labor issue
5. Willing to fill out questionnaires

The above set conditions are expected to give assurance on the success of a product, which is being developed to tap into the global market. The NAFED's brand development programs and activities could be condensed as follows:

1. Information dissemination on the importance of brand for the export products and details of information on copyright registration in the countries of export destination, brand know how, FAQ on brand and so forth.
2. Development of design, logo or other brand-related technicalities.
3. Ad-hoc or periodical accompaniment by brand consultant;
4. Brand-related training and it will be held in the Center for Indonesia Export Training and Education.
5. Involving the guided partners in the Indonesia Export Product Expo. Only 10 companies with their own brands are allowed to take part.

Brand Overview

Indonesia is often known as a country of commodities producer. Such image is understandable, as nearly all commodities are made up of natural specifics in its species and quality stemming from cultures: farming and craftsmanship. In short term, relying on commodities exported to the International market will not jeopardize the national economy. Yet, a long term reliance otherwise will pose potential loss threats as unbranded product commodities hinge on supply and demand. In its effect, prices are inclined to volatile and have fewer added values.

One of the solutions to overcome losses due to dependency on commodity is a serious brand development. A brand constitutes a promise. Within the brand, there are values of consumer reliance, product consistence, and consumer expectation. Brand helps consumers have confidence in making decision to buy goods or services. Therefore, it is right to say that brand is one of the pivotal assets in the international trade. Related to the importance of brand roles now and in the future to the Indonesian export, NAFED will mark this year as brand development program kick off. Despite objective to add up competitive edge of Indonesian exporters and selling value of export products, the brand development program also has a mission to make socialization of brand development know how and know why to the general public, especially those SMB entrepreneurs with export orientation.