Nation Branding In Indonesia’s G20 Presidency (2021-2022) Through Identity Formation, Strategic Communication, and Nation Brand Image

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.