Abstract

Blue Economic Branding (BEB) is an emerging strategy that promotes sustainable ocean-based economies by raising awareness, attracting investment, and aligning economic growth with the health of marine ecosystems. This article examines BEB through a narrative review and document analysis, synthesizing literature and policy documents to clarify its scope and dimensions. The study conceptualizes BEB as an integrative framework built on six interconnected pillars. Blue Sustainability emphasizes marine conservation and ecosystem resilience. Blue Prosperity focuses on the socio-economic welfare of coastal communities. Blue Policy encompasses governance, regulations, and education. Blue Security addresses maritime safety and the protection of food resources. Blue Technology underscores innovation, digitalization, and renewable energy. Blue Culturality highlights local wisdom, maritime heritage, and cultural blue tourism. Together, these pillars frame BEB as both an ecological and socio-economic project. To illustrate, the article highlights Indonesia’s policy on lobster seed cultivation and export as a practical case of blue policy implementation. Findings emphasize that branding plays a pivotal role in strengthening stakeholder engagement, shaping effective policy, and attracting sustainable investment. Beyond its conceptual contribution, the study highlights the practical significance of branding in enhancing the legitimacy and global competitiveness of blue economies (BEs). By positioning branding not only as a communication tool but also as a governance and developmental mechanism, BEB advances the transition toward resilient, inclusive, and prosperous ocean economies.