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All Journal Humaniora Jurnal Studi Pemerintahan Jurnal Manajemen Teknologi Journal Communication Spectrum: Capturing New Perspectives in Communication Jurnal Ilmu Komunikasi International Research Journal of Business Studies (E-Journal) Journal of Entrepreneurship, Management and Industry (JEMI) Jurnal Desain Jobmark: Journal of Branding and Marketing Communication International Journal of Entrepreneurship, Business, and Creative Economy Da'watuna: Journal of Communication and Islamic Broadcasting
Bambang Sukma Wijaya
Bakrie University
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : Jobmark: Journal of Branding and Marketing Communication

 1 
Integrated Brand Communication (IBC): Maximizing the Voice, Minimizing the Noise Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.186

Abstract

Integrated Brand Communication (IBC) refers to unifying a brand's messaging to make it consistent across all media used to reach its target audience. It is a strategic approach that guides communication and tactics across all branding channels. The main goal of IBC is to maximize the brand's voice and minimize the noise that may distract or confuse the consumers, both internally and externally. IBC can help with brand-building, campaign effectiveness, and customer loyalty in long-lasting brand relationships by aligning the primary brand message and using the right mix of marketing omnichannel. This article provides a roadmap, strategic concepts, and practical guides for optimizing brand message clarity amidst the buzz of branding and mass communication explosions.
Brand Talkedness: How likely is your brand to be talked about by the public? Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK Vol 1 No 1 (July-December 2019)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.187

Abstract

Brand talkedness is the degree to which a brand is being talked about by its customers, potential customers, and the public. It is a measure of the brand’s word-of-mouth popularity and influence. Brand talkedness can be influenced by many factors, such as the brand’s voice, personality, storytelling, content, and customer experience. A brand with high talkedness can benefit from increased awareness, loyalty, trust, and sales. However, not all talkedness is positive. A brand can also generate negative word-of-mouth if it fails to meet customer expectations, behaves unethically, or faces a crisis. Therefore, a brand should monitor and manage its talkedness carefully to ensure that it reflects its desired image and reputation. This article describes the insightful concepts for brand talkedness so researchers and practitioners can correctly measure, manage, and develop brand talkedness strategies.
Brand Discourse Analysis (BDA): Conceptual and Methodological Propositions Wijaya, Bambang Sukma
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 1 (2020): JOBMARK Vol 2 No 1 (July - December 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.93

Abstract

Brand Discourse Analysis (BDA) is a theory and method for analyzing how discourse is represented, reproduced, and circulated through messages, innitiatives or programmatic endeavors, means of communication, and conditions or ecosystems in which brands grow and develop. Several dimensions or aspects of BDA are 1) Brand's Message which includes three elements, namely: Promo, Promise, and Prominence, 2) Brand's Mode includes Strategy, Style, and Story, 3) Brand's Medium consists of Channel, Chain, and Clique, and 4) Brand's Milieu comprises Climate, Context, and Culture. In an increasingly hypermediated world, BDA has strategic implications in optimizing brand communication performance through various elements of discourse. Also, BDA has theoretical implications in enriching discourse analysis literature in the context of branding and marketing communications.
Branded Content Analysis (BCA): Four Models and Approaches Wijaya, Bambang Sukma
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 1 (2021): JOBMARK Vol 3 No 1 (July-December 2021)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i1.214

Abstract

Branded content is any content that contains brand elements, either expressly or impliedly. Branded Content Analysis (BCA) analyzes branded content and finds explicit and implied meanings related to brand communication strategy. There are four BCA models and approaches. First, Directional BCA, which is the BCA method that uses a specific theoretical lens or concept to read the textual meaning of content, both verbal, visual, aural, audiovisual, textural, and nasal. Thus text coding is based on fundamental concepts that exist in theory. Second, Natural BCA, namely the BCA approach, does not use concepts or theories to read the textual meaning of content but naturally finds meaningful patterns that refer to key themes that stand out in the text. Third, Conditional BCA, namely the BCA method, depends on the tendency of issues framing in the text based on the dominant keywords. Fourth, Instrumental BCA, namely the BCA method, focuses on how content influences audiences through fundamental modes facilitated by the media, both textually, technically, and kinetically.
Branding: Representation, Communication, and Simulation Wijaya, Bambang Sukma
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK Vol 1 No 1 (July-December 2019)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.149

Abstract

Brands are signifiers that refer to objects, namely products, persons, companies, organizations, countries, places, communities, individuals, and others. As a signifier, a brand represents an object as well as a signified by a specific meaning or concept. On the other hand, brands are messages, media, and 'actors' that play an essential role in communication. However, with the flood of communication today, a brand has developed into a sign of hyperreality. The actual objects have been replaced by signifiers that manifest as fictitious objects. Thus, branding is an unended representation, communication, and simulation process.
Co-Authors Dessy Kania Dianingtyas M. Putri Dianingtyas M. Putri Eli Jamilah Mihardja Faruk, Faruk Hermin Indah Wahyuni Ika Nur Fitriani Suharyanti Suharyanti Suryaman, Inge Salsabila Tuti Widiastuti Yuliarosa, Riska