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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) Jobmark: Journal of Branding and Marketing Communication I-Pop: International Journal of Indonesian Popular Culture and 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 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.
Branded Pop: The Medium is the (Brand) Message Bambang Sukma Wijaya
I-Pop: International Journal of Indonesian Popular Culture and Communication Vol. 1 No. 1 (2020): I-POP Vol 1 No 1 (January-June 2020)
Publisher : Program Studi Ilmu Komunikasi Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/i-pop.v1i1.29

Abstract

Amidst high consumer skepticism regarding conventional promotions and advertisements, contemporary branding techniques continue to evolve. Brands are now actively creating pop culture works that implicitly embed brand narratives, content, and discourse into various media, ranging from dramas, films, music, and performance art to games and installations. Through the strategy and concept of "Branded Pop," these creative works tell stories without appearing to "sell" or "advertise." The brand message becomes an integral part of the work itself, allowing audiences to fully enjoy the pop culture content without the disruption of sponsored messages or product insertions that feel persuasive or forced. Employing a narrative interpretive review method, this article analyzes and synthesizes relevant strategies based on extensive literature, covering branded entertainment, branded content, brand placement, product placement, creative publicity, creative branding, creative media advertising, ambient media/advertising/communication, guerrilla marketing/advertising, arts marketing, cultural branding, emotional branding, brand narratives, brand storytelling, and Branded Pop Theory. This study offers implications for future branding strategy innovations that precisely integrate pop culture and brand messages, allowing the message to merge with the medium and successfully become part of consumers' daily lives. As a pioneering academic study, this article contributes significantly to enriching the theoretical landscape at the intersection of branding, communication/media studies, and cultural studies.
Spectatorship Ethnography Bambang Sukma Wijaya
I-Pop: International Journal of Indonesian Popular Culture and Communication Vol. 1 No. 2 (2020): I-POP Vol 1 No 2 (July-December 2020)
Publisher : Program Studi Ilmu Komunikasi Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/i-pop.v1i2.111

Abstract

This article explores spectatorship as a phenomenon within communication, branding, and media/cultural studies through a participant ethnographic approach applied to communal viewing (nobar) activities. Departing from the premise that watching is not merely a passive act of reception, this study integrates three conceptual frameworks (audience desire and pleasure, memory spectacles, and the unconscious dream) to understand how spectators merge with and engage affectively with media texts and narratives. Through participant observation during communal viewing moments, the researcher examines viewers' behaviors, feelings, and thoughts as they encounter specific media content, capturing engagement dynamics that are simultaneously cognitive, emotional, and unconscious. A psychoanalytic lens is employed to read how viewing reflects viewers' latent desires and personal fantasies. At the same time, the concept of memory spectacles traces how the viewing experience triggers the resurfacing of personal and collective memories that are performed and displayed within the social interactions of communal viewing. Viewing pleasure is understood as arising from the release of desire that occurs when the boundary between the viewer's self and the media text dissolves, producing an immersive experience that transcends mere information consumption. This ethnographic approach is considered particularly suited to delving into the attitudes and experiences of audiences, consumers, participants, and publics toward viewing materials with specific content and narratives, including how such engagement carries over into and persists within their everyday lives. This article contributes to communication and branding studies by offering an analytical model that integrates the affective, psychological, and sociocultural dimensions of spectatorship, while affirming the importance of participant ethnography as an instrument for uncovering layers of meaning that surveys or textual analysis alone cannot capture. Its implications are relevant for media practitioners, brand marketers, and popular culture researchers seeking to understand audiences' emotional attachment to what they watch.
Co-Authors Dessy Kania Dianingtyas M. Putri Dianingtyas M. Putri Eli Jamilah Mihardja Faruk, Faruk Hermin Indah Wahyuni Ika Nur Fitriani Muhammad Dicky Arfani Riska Yuliarosa Suharyanti Suharyanti Suryaman, Inge Salsabila Tuti Widiastuti