Depok-The Master of Applied Creative Industries study program in Vocational Education, Universitas Indonesia (UI), held a guest lecture titled “Leveraging Intellectual Property and Brand Strategy in Creative Industries” on November 5, 2025. The guest lecture, held in the Master of Applied Creative Industries Room, featured Muhammad Noviar Rahman, Co-Founder of INFIA Group, as the speaker.
This guest lecturer lecture is integrated with the Strategic Management course which aims to strengthen students’ abilities in designing strategies for managing and developing sustainable creative businesses through the use of Intellectual Property (IP) and brand strategies.
(Photo: Atmosphere of the guest lecture featuring Muhammad Noviar Rahman)
In his presentation, Noviar explained that IP is a “creative asset of the future,” not only protecting works but also creating broad economic opportunities. He cited the success of INFIA Group through various IPs, such as Dagelan, Fun Cican, and Tahilalats, which have successfully penetrated cross-industry collaborations ranging from fashion and food to automotive.
“The key to success in the creative industry lies not only in ideas, but also in how those ideas are developed into valuable and relevant IP across various mediums. Indonesian creators have a significant opportunity to go global as long as they can manage their IP with the right strategy,” Noviar said.
Through various case studies, Noviar emphasized the importance of collaboration, market intelligence, and consistency in building strong IP. He also demonstrated how INFIA is building an IP ecosystem by leveraging social media, product licensing, and expanding into digital realms like the metaverse and NFTs.
The Head of the Creative Industries Applied Master’s Program, Dr. Dewi Kartika Sari, S.E., M.S.Ak., CA., stated that this guest lecture is an important part of developing students’ competencies so they can play a strategic and visionary role in the creative industry. Ika said, “Students learn directly from practitioners who have proven that innovation and intellectual property protection can be a driving force for the national creative economy.”
(Photo: Students with Noviar after the guest lecture ended)
One of the students, Andi Ruziqna Salsabila, said she gained in-depth knowledge about IP development strategies. “I’ve come to understand more clearly that building a brand also involves creating passable value. The IP strategies presented by Mr. Noviar have opened up new perspectives on how to develop a globally competitive creative business,” Salsabila said.
In addition, this guest lecture also encourages students to enrich the national creative economy and aligns with various Sustainable Development Goals (SDGs), from Decent Work and Economic Growth (Point 8) to Industry, Innovation, and Infrastructure (Point 9).
