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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) IKRA-ITH ABDIMAS Jobmark: Journal of Branding and Marketing Communication International Journal of Entrepreneurship, Business, and Creative Economy Da'watuna: Journal of Communication and Islamic Broadcasting International Research Journal of Business Studies
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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Integrated Brand Communication (IBC): Maximizing the Voice, Minimizing the Noise Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK Vol 3 No 2 (January-June 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.186

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.
Integrated Corporate Brand Communication for Strategic Brand Alignment Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i1.253

Abstract

Corporations today must align diverse branding resources and stakeholder relationships. They need to build coherent, sustainable brand value in an increasingly complex communication environment. Fragmented communication (internally and externally) weakens brand consistency and reputation. This paper introduces Integrated Corporate Brand Communication (ICBC) as a new paradigm. ICBC unifies branding resources and synchronizes relationships to strengthen corporate culture and reputation. It increases brand consistency, sharpens stakeholder alignment, and bolsters reputational resilience. The study conceptualizes ICBC as a holistic communication framework that integrates multiple branding dimensions into a unified strategy. The approach synthesizes existing literature on corporate branding, marketing communication, and organizational communication and includes an interpretive analysis of the ICBC framework. The findings show that ICBC works by integrating five key branding resources: corporate branding, employer branding, community branding, talent branding, and product-related branding. These elements interact across communication flows, driving collaboration and competitive positioning. The model shows corporate branding as an umbrella. Employer and talent branding fortify internal identity and culture. Community branding builds relationships. Product-related branding links market offerings to corporate values. Together, these efforts generate brand synergy, align culture with brand image, and foster energy. This study advances corporate branding theory by providing an integrative model that links internal and external communication. Practically, it guides organizations to coordinate branding, boost engagement, and build a resilient, coherent brand in dynamic environments.
Branderpreneurship Framing Analysis of MSME Brand "Daviena Skincare" Riska Yuliarosa; Bambang Sukma Wijaya
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 4 No. 2 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i2.2080

Abstract

Few MSME skincare and cosmetics brands focus on developing brand value to build their business. Among them is Daviena Skincare in Indonesia. This article examines Daviena's entrepreneurship-based brand development strategy using the Branderpreneurship Framing Analysis (BFA) methodology approach. BFA systematically traces and details the value development strategy according to the elements in BrandCoVD (Branderpreneurship's Circle of Values Development), namely identifying, creating, delivering, communicating, maintaining, evaluating, and renewing values. The analysis shows that as a startup that cannot afford influencers and celebrities like other skincare brands, Daviena Skincare utilizes social media with self-demo techniques by the owner and models to convince consumers of the unique advantages of its products. This communication technique provides a domino effect for consumer users to express their experiences through organic testimonials. This study can inspire other MSME and startup brands to develop their brand value with limited resources.
Co-Authors Akriadi, Akriadi Alamsyah - Daragana, R. Subchan Dessy Kania Dianingtyas M. Putri Dianingtyas M. Putri Eli Jamilah Mihardja Faruk, Faruk Haeirina, Kurniati Putri Hermin Indah Wahyuni Ika Nur Fitriani Kencana, R. Femmy Diajeng Lestari, Linda Riska Yuliarosa Suharyanti Suharyanti Suryaman, Inge Salsabila Tuti Widiastuti