Penelitian ini bertujuan untuk mengetahui kaitan persepsi national branding dengan upaya meningkatkan kinerja ekspor yang diukur dari nilai-nilai budaya dan nilai ekonomis produk Indonesia. Penelitian ini dilakukan dengan pendekatan kuantitatif melalui survei kepada responden yang berdomisili di Tokyo dan Sydney dengan menggunakan teknik convenience sampling. Hasil penelitian memberikan gambaran persepsi masyarakat internasional, khususnya Jepang dan Australia, terkait nilai budaya yang menjadi cerminan bangsa Indonesia, serta sudut pandang nilai ekonomis berdasarkan brand equity dari produk ekspor yang didasarkan pada persepsi terhadap product country image, dan product association to the country of origin. This study aims to find relationship of the national branding perception and effort to enhance the export performance, from cultural and economic value perspective of Indonesian products. This study utilized a quantitative approach through survey for selected respondents in Tokyo and Sydney, using convenience-sampling technique. The research finding provides an overview of how the international community, especially those who lives in Japan and Australia, perceives the cultural and economic value of Indonesia based on brand equity, product-country image, and product association to the country of origin.

<em>Developed countries use a standard as instrument to conduct trade barriers. The issues about quality and standard are also applicated to Indonesian plywood exports. Consumer countries led to the requirements of the international timber legality, for example USA with Amandemen Lacey Act, Uni Eropa with EU Timber Regulation, Australia with Prohibition Bill, and Japan with Green Konyuho. Standard is a main instrument to increase of competitiveness. The aims of this study are: (1) to analyze the competitiveness of Indonesia plywood in the major export destinations, (2) to analyze strategy of policies to improve the quality and standard of plywood in order to increase competitiveness. The analytical methods used in this study are Revealed Comparative Advantage and Analytical Hierarchy Process. The result of study shows that an average value RCA between Indonesia and UK is high. According to AHP, government should facilitate exporter to solve the problem in the cost of certificate of plywood legalcy (SVLK).</em>