Creative Economy Branding in Indonesia: The Oneda Case and Navigating Local Brands in Global Markets
Author(s): Anita Kartika Sari; Sundjoto Sundjoto
Institution(s): Sekolah Tinggi Ilmu Ekonomi Mahardhika Surabaya, Indonesia
Category: Article, NuMAS
Topic(s): Creative Economy, Cultural Identity, Global Branding, Local Wisdom, Sustainable Materials
Abstract:
Purpose: This study explores Oneda’s branding strategies, focusing on its use of eco-friendly materials, cultural narratives, and its adaptation to international market demands.
Methods: This study employs a qualitative case study method to examine Oneda, a Semarang based brand specializing in goat leather bags that blends cultural heritage with modern design. Data were collected from marketing materials, social media, and direct observations of branding activities, focusing on Oneda’s strategies to align local values with global market demands.
Results: The findings reveal that Oneda leverages cultural narratives and eco-friendly materials to create a unique identity, effectively utilizing digital platforms to amplify its global reach. Despite its success in international markets like Europe and Asia, Oneda faced challenges such as regulatory hurdles in Russia due to the perception of its products as premium goods. These challenges highlight the complexities of navigating global regulations and consumer expectations.
Conclusions: This study underscores the importance of integrating cultural authenticity with innovative branding strategies to enhance competitiveness in global markets. Insights from Oneda’s journey provide a framework for stakeholders in Indonesia’s creative economy to support local brands in achieving international recognition while contributing to sustainable economic growth.
Article can be downloaded here >> Creative Economy Branding in Indonesia: The Oneda Case and Navigating Local Brands in Global Markets | NuMAS: The Journal of Nusantara Malay Archipelago Scholars
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