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All Journal Journal of Biology Education Jobmark: Journal of Branding and Marketing Communication
Dewayani, Rahma Dita
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Arts Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jobmark: Journal of Branding and Marketing Communication

 1 
What does Biodegradable Mean for Brand Partners? Reception Analysis of Green Branding Messages Dewayani, Rahma Dita; Wijaya, BS
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.v3i2.197

Abstract

Brand partners are network members in multilevel marketing, and they are both consumers and sellers who promote brand values and messages. The problem is not all brand partners correctly understand the product content, which is the brand's competitive value, or interpret it differently. This article investigates the reception or decoding of brand partners regarding Biogradable as a superior ingredient green brand of Oriflame products. Using Stuart Hall's Reception Analysis approach, the study interviewed 10 Oriflame brand partners and found a variety of insightful interpretations of both dominant, oppositional, and negotiated decoding styles. This study is the first to analyze a brand partner's reception of green brand messages, which has significant implications for the success of sales communications for a brand marketed through a multilevel network.
Brand Experience Analysis of Teh Botol Sosro Consumers Towards the Box Packaging Variant Dewayani, Rahma Dita; Sulihtyaningrum, Eli; Nasution, Asri Annisa
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i2.283

Abstract

Teh Botol Sosro is taking steps to vary packaging options by presenting box packaging to remain viable in the Indonesian market. This research looks at the brand experience felt by consumers regarding the packaging variations made by Teh Botol Sosro. Using the case study method with a brand experience theory approach, data were collected through surveys by distributing questionnaires (open questions) and interviews. The research results show that after implementing a packaging variation strategy, the brand experience of Teh Botol Sosro consumers also changes. It was found that sensory consumers get a better experience through more varied packaging designs so they can be customized to meet activity needs, such as being easier to hold. Intellectually, Teh Botol Sosro has succeeded in providing consumers with the latest information in the form of raw materials used for packaging using recyclable paper and still maintaining environmentally friendly glass bottle packaging; behaviorally, consumers do not have to look for a special moment to get Teh Botol Sosro, because whenever and wherever it is relatively easy and practical to find it; Affectionately, the variety of packaging makes consumers feel more connected in various situations while still being able to enjoy Teh Botol Sosro, as is also visualized in several television advertisements.
Brandmorphosis Analysis of Teh Botol Sosro Nasution , Asri Annisa; Sulihtyaningrum , Eli; Dewayani, Rahma Dita
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.393

Abstract

This article analyses the Brandmorphosis™ of Teh Botol Sosro, a packaged tea beverage product. The approach used is Brandmorphosis™ analysis, which focuses on the brand's journey, evolution, and metamorphotic narrative. The Brandmorphosis™ analysis emphasizes understanding the brand's journey through significant moments. Using archival and artefactual studies, the results of the analysis show that in Brandmorphosis™ Narrative Analysis (BNA), Brandmorphosis™ Transformative Analysis (BTA), and Brandmorphosis™ Retrospective Analysis (BRA), consistent values, product authenticity, and strategic positioning were identified as critical factors in Teh Botol Sosro's success. The lessons learned from this biographical lens of Teh Botol Sosro include the significance of maintaining consistent brand values, adapting to changing market demands, fostering social engagement, and leveraging historical moments for future growth and success.
Co-Authors Andreas Priyono Budi Prasetyo Krispinus Kedati Pukan Nasution , Asri Annisa Nasution, Asri Annisa Sulihtyaningrum , Eli Sulihtyaningrum, Eli Wijaya, BS