Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal Jobmark: Journal of Branding and Marketing Communication
Adriansyah, Walid
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Conditional Branded Content Analysis of Zara Campaign ‘The Jacket’ Adriansyah, Walid; Tito, Fitara A.; Kurniawati, Irma; Afriadi, Musbar; Nuria, Nadila Suci; Wulandari, Retno; Elda, Septia Wahyu
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.v5i2.300

Abstract

‘The Jacket’ campaign from the well-known brand Zara raises interesting and controversial dynamics in the fashion industry. Since the launch of this campaign, it has become a significant highlight, creating conversations involving various groups of people and fashion observers. Using the conditional Branded Content Analysis (BCA) method, we analyze the key aspects that made this campaign controversial and how it impacted Zara's brand image. Findings show that the striking jacket design of the campaign is a focal point. Design elements that arouse interest and controversy explain how the aesthetics conveyed in the jacket provide distinguishing characteristics but also become a source of disagreement among consumers and fashion connoisseurs. In the context of marketing strategy, how does Zara design this campaign to attract consumer interest and attraction while being aware of the risks of controversy that may arise? A responsive society is essential in understanding this campaign's impact. We investigated various responses from consumers, fashion observers, and other interested parties. This analysis includes a variety of views, from praise for innovation to criticism of potential insensitivity to specific issues. Combining these views, we provide a comprehensive picture of how The Jacket campaign understands the public consciousness. The broader extent of this controversy impacts Zara's overall brand image by changing consumer perception of the Zara brand and having a long-term impact on the market and customer loyalty. Overall, this study opens a perspective on the controversy behind The Jacket campaign and provides in-depth insight into marketing dynamics in the modern fashion industry.
The Beauty of a Local Brand that Becomes Queen in Its Own Country: A Brandmorphosis Analysis of Wardah Wulandari, Retno; Ghofur, Asep Rahmat; Adriansyah, Walid
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 2 (2023): JOBMARK Vol 4 No 2 (January-June 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i2.394

Abstract

Along with the development of the times, cosmetics have become a necessity that is no longer trivial. It is not surprising that many cosmetic products have emerged on the market. With so many competitors, cosmetic companies must develop branding strategies to build brand trust and create sustainable businesses. One of the cosmetic brands that has long been involved in the national cosmetics world and has become a market leader in Indonesia is Wardah. This article discusses how brandmorphosis or a description of the journey, evaluation, and metamorphosis of the development of the Wardah as a local brand to become a cosmetic market leader in Indonesia. The method used in this study is Brandmorphosis Analysis with a qualitative approach and data sourced from a collection of journal articles, books, and news. The results obtained by Wardah have successfully undergone a business transformation, including re-branding, adding products, changing marketing strategies, and expanding into the digital market. In addition, Wardah has also succeeded in maintaining consumer trust with a commitment to the halal concept, a significant factor in the Indonesian market due to the large Muslim population, and good product quality
Co-Authors Afriadi, Musbar Elda, Septia Wahyu Ghofur, Asep Rahmat Irma Kurniawati Nuria, Nadila Suci Retno Wulandari Tito, Fitara A.