Abstract

Wonderful Indonesia as national brand Tourism Indonesia has built such a reputation through communication and branding activities. In 2018, Wonderful Indonesia has ranked 47th in the world, beating its closest competitors, Truly Asia Malaysia and Amazing Thailand. This brand has been able to compete with 180 countries in the world by winning more than 40 awards over the past 3 years and encouraging tourism growth through foreign tourist visits and foreign exchange earnings. During the pandemic covid19 tourism became the worst sector not only in Indonesia but in the world. Maintaining reputation and brand becomes very important in pandemic conditions as an effort to maintain the market. Kemenparekraf as a state agency in charge of tourism issued a policy for the use of contextual logos during a pandemic namely "Thoughfull Indonesia". This brand does not replace Wonderful Indonesia but is used as the main and official communication and replaces the Wonderful Indonesia logo in official communication institutions. This will automatically affect the brand awareness and reputation of the Wonderful Indonesia brand. The contextual logo in communication is not something that is prohibited as long as it takes into account the rules of branding such as not resembling the brand master logo while still supporting the main logo.

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