Peran Aktor Transnasional dalam Membangun Country Brand:(Industri Jam Swiss Membangun Country Brand Swiss Global Enterprise)

Rizky Damayanti Putri, Siti Daulah Khoiriati

2016 | Skripsi | Ilmu Hubungan Internasional

ABSTRACT Globalization has blurred the territorial of formal boundaries among states that indicates the beginning of transnational age, which has integrated the global market simultaneously. This kind of phenomenon also has an impact to the states necessity to improve and maintain their national competitiveness in global market competition. For example, self-effacing and be attractive in international level. It means in the contemporary international economic political contestation, public-aware approach is important to assess the loyality of international society that has public oriented toward state’s reputation. Even if communication channel and information flow were come to vast that enforce state to be able to create a country brand as a result of nation branding process, then international society conclude the general and trusted mindmaster of state’s condition, situation, or potential. Nation branding itself is not only about the state’s ability to sell their own value of country brand image, but also to do a succes systesis strategy of brand management. Thus, the activity of nation branding is not only needed but also become a necessity. In the context of Swiss Watch industry, its transnational corporation has succeeded to manage their Swiss Watch as an international product within the powerful dan popular brand, such as brand of Rolex, Patek Philippe, Omega, and many others, which is identical with “Swiss Precious” character. In fact, the domination of Swiss Watch brand as luxurious accessories has been accepted by International society as a reflection of the social and cultural value in dailylife of Swiss people itself. Therefore, the Swiss Watch industry is stated as a proper strategy for Swiss Government’s competitive identity in order to succeed the country brand of "Swiss Global Enterprise". When the brand image is analyzed by country of origin effect, the international product brand image has directly proportional result with country brand image of the home country, and vice versa. Moreover, brand of international products represent the brand purpose of a Swiss's precious character. Finally, the reputation of brand image and consumer loyalty of Swiss Watch which is supported by institutional guarantee from "Swiss Made" regulation, contribute to the successful of country brand Swiss implementation, "Swiss Global Enterprise," where has an interest to become a worldwide ideal business location. Keyword : competitive identity, country brand, country of origin effect, Swiss Global Enterprise, Swiss Precious, Swiss Watch.

Kata Kunci : Ekonomi Politik Internasional - Swiss