Branding Bali

(1/9/2007)

At special dinner on Friday, December 29, 2006, held for leading Bali tourism figures hosted by the Governor of Bali at his official residence, the launch of a one-year branding exercise for Bali was introduced by the blue-ribbon team of marketing and branding experts.

Taking inspiration from the successful branding campaigns conducted by India, Malaysia, Singapore and Thailand - the Bali Branding Team has begun a series of intensive interviews with tourism stakeholders and players from key markets to obtain insights and consensus that will eventually result in an effective branding for Bali. Speaking to the Indonesian-language Tempo Interaktif, Gede Nurjaya, the Chief of the Bali Tourism Authority, said, "We intend to accommodate all the needs of Bali tourism."

According to a member of the Bali Branding Team, Sumardy, branding is not merely a logo or advertising concept. He explained that branding must posses an internal strength in close alignment with the destination; adding branding should encompass commerce, industry, services as well as tourism.

In the course of the Bali Branding Team's initial assignment, a Bali Brand Equity Federation, based on the Indian model, will be establish for the management and safekeeping of Bali's brand and product identity.