Kesadaran membangun citra 'nation branding' menjadi tren hampir di setiap negara. Indonesia juga ikut ambil bagian dalam inisiasi merek bangsa yang ditandai dengan lahirnya slogan Wonderful Indonesia dan Remarkable Indonesia. Merek atau brand negara yang positif memiliki manfaat potensial untuk mengembanglan repitaso mersk (brand reputation) baik dadi sisi ekspor, pariwisata, investasi dan budaya. Merek bangsa yang terkait dengan perswpi orang lain terhadap suatu negara cukup mendeskripikan pandangan dan evaluaso oeang lain terhadapnsuatu Negara. Oleh karena itu, artikel ini berusaha memetakan top of mind atau hal-hal yang paling diingat oleh diaspora Indonwsia dan warga negara asing yang beradda di Indonwsia. Dwngan menggunakan kuesioner yang berisi sepuluh pertanyaan terbuka mengenai Indonesia, didapatkan sepuluh hal yang paling diingat oleh warga asingmdan diapora Indonesia. Sepuluh hal yang paling diingat dari Indoneia adalah (1) makanan, (2) pariwisata, (3) budaya, (4) pemerintah, (5) masyarakat, (6) transportasi publik, (7) permasalahan sosial, (8) infrastruktur, (9) lingkungan dan (10) jangkauan internet. Top of mind terhadap Indonesia terebut menunjukkan Indonesia msmiliki sisi reputasi positif dan negati yang sama kuat. Sehingga, untuk menginisiasi merek bangsa, Indonesia lsbih mengutamakan hal-hal positif sembari membenahi hal-hal yang dipersepsi negatif.

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Awareness built up imagery 'narion branding' was almost be trends in every country. Indonesia also took part in inisiation of nation branding which signed with establishment slogan of Wonerful Indonesia dan Reputation Indonesia. Brand or state branding was positive that had potential benefit to expanded brand reputation both side export, tourism, investation and culture. Nation branding related to perception of people to the country enough descripted viewpoint and evaluation of people to the country. Therefore, this paper attemped shape top of mind or important things which reminded by Indonesia's diaspora and foreign national were in Indonesia. By using questionaire had ten open question about Indonesia, obtained ten impotant things which reminded by foreign narional and Indonesia's diaspora. Ten important things reminded from Indonesia were (1) food, (2) tourism, (3) culture, (4) government, (5) society, (6) environment, (7) publoc transportation, (8) social problem, (9) infrastructure and (10) internet scope. Top of mind toward Indonesi showe Indonesia had side positive and negative were equally strong. Furthermore, for initiation nation branding, Indonesia should priority positive things and improve things which perceived negative.