12 Sep 2008

National Branding Indexes


Ada lembaga yang namanya East West Communications, mereka melakukan pengamatan terhadap national branding. Menurut skor mereka, Indonesia masuk ke peringkat 179, dari 200 negara yang diamati. Peringkat pertama diduduki oleh Singapura, dan seterusnya. Silakan periksa sendiri di sini.

Hal yang menarik adalah, bagaimana cara menentukan skor ini? Menurut web-nya EW Communications, metodologi penelitian yang digunakannya adalah sbb:

The East West Nation Branding Index is based on approximately 400,000 news articles - every article found in 38 prominent global media sources between April 1, 2008 and June 30, 2008. This collection contained almost 5 million references to the 242 countries or regions identified for the study. Of these references, which were grammatically connected to the countries in question, almost 1.5 million were defined as positive while over 1.7 million were defined as negative. The Nation Branding Index (NBI) score relies both on the overall quality of the media and the prominence of the country, determined by the number of country references or mentions. NBI scores are distributed around a mean 50 with a standard deviation of 10. For the second quarter of 2008 the scores ranged from 17.2569 to 91.3769.

Karena ini berkaitan tentang branding, maka skor ini menunjukkan persepsi masyarakat internasional terhadap negara-negara yang diamati. Singapura, Hongkong, Malaysia, Taiwan, Uni Emirat Arab, dan Qatar adalah negara di Asia yang masuk dalam hitungan 6 besar. Dari 10 besar, 6 di antaranya adalah negara di Asia! Apakah artinya ini? Karena Asia sangat getol mempromosikan pariwisatanya? Kan Indonesia juga punya Bali?


-----------------------
say it, you'll have it.
Enhanced by Zemanta
Posting Komentar