Strategi brand indomie dalam membangun identitas nasional melalui produk makanan kreatif

Authors

  • achmad fahrul fathoni Program Studi Manajemen, Universitas Islam Negeri Islam Negeri Maulana Malik Ibrahim Malang

Keywords:

Indomie, national identity, branding, glocalization, popular culture

Abstract

Indomie is not merely an instant noodle brand but has evolved into a symbol of Indonesia’s national identity, recognized globally. This study aims to analyze Indomie’s branding strategies in promoting local cultural values on a global stage through a glocalization approach. Using a descriptive qualitative method, the research reveals that Indomie’s success as a cultural icon stems from product innovations inspired by traditional Indonesian flavors, packaging that reflects cultural richness, and communication strategies tailored to both local and international markets. Glocalization plays a pivotal role in Indomie’s branding, allowing the brand to cater to local tastes while preserving national identity amidst globalization. The findings suggest that culturally-driven branding strategies can serve as effective tools of diplomacy and reinforce brand positioning in global markets.

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Published

2025-06-16

How to Cite

fathoni, achmad fahrul. (2025). Strategi brand indomie dalam membangun identitas nasional melalui produk makanan kreatif. Maliki Interdisciplinary Journal, 3(6), 1905–1911. Retrieved from https://urj.uin-malang.ac.id/index.php/mij/article/view/16033

Issue

Vol. 3 No. 6 (2025): JUNE

Section

Articles

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