Indonesian brands that have gone overseas and succeeded - POTATO HEAD, KUDETA and JCO donuts.They have thrived in highly competitive neighboring Singapore and are destined to travel beyond ASEAN.
One thing they have in common, they have unique brand identity. They do not rely on riding on famous brands.
Other than F&B, Indonesia has alot of experience in FMCG sector such as instant coffee and instant noodle. They should follow the examples of the F&B companies creating unique branding for their product instead of using lookalike to enter the market.
They will not be able to go overseas using such shortcuts because of strong trade dress law overseas.Indonesian companies should think beyond local market to help earn valuable foreign reserves.
The discipline of creating unique branding (let's call it a keystone habit from the book Power of Habit by Charles Duhigg) will inevitably transform a company's culture of innovation in all aspects of its business strengthening its competitiveness.
Successful Indonesian brand
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