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All Journal Jobmark: Journal of Branding and Marketing Communication
Ersal Bioldy
Bakrie University
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Branded Content Analysis of Kahf Web Series 'Demi Masa' Ersal Bioldy; Hasan Ali Murtadha; Yulinda S. Permatasari
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.v5i2.391

Abstract

This study analyzes the content of the Kahf web series, a skincare and grooming brand for men in Indonesia, entitled 'Demi Masa,' Season 1, as a strategy for building brand awareness. Using the Branded Content Analysis (BCA) method with a qualitative-instrumental approach, the results show that the marketing strategy of Kahf products and the storyline in the series are very natural to the identity of the Kahf product itself. The narrative touches the audience through the image's appearance, the actors who play the role, and the placement of Kahf products that are adjusted to the storyline. It can be seen that the narrative of 'Demi Masa', which is inspired by one of the verses in the holy book of the Koran, plays a significant role in shaping the Islamic identity of the Kahf brand and in Kahf's efforts to preach and invite consumers to contemplate through the brand narrative about the importance of time. This study provides an in-depth understanding of the strategy of building brand awareness for a product through storytelling and creative content, as well as inspiring other brands.
Branderpreneurship Framing Analysis of LALULA in Developing Business and Brand Values Roby Zul Fanani; Ersal Bioldy; Andy Lasuardy; Forestya Sartika
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.v6i2.392

Abstract

The growth of startups and micro, small, and medium enterprises (MSMEs) in Indonesia has given birth to local children's fashion business brands that can compete closely with the desires of the mother segment, who want their children to look fashionable, quality, and up-to-date. This study analyzes how LALULA, a local children's fashion brand, builds and implements brand value using Qualitative Branderpreneurship Framing Analysis (QI.BFA). The study delves into the brand's strategic efforts from the seven elements of the Branderpreneurship's Circle of Values ​​Development (BrandCoVD) framework, showcasing the innovative strategies and frameworks implemented by LALULA to build and implement its brand value. Data were collected through in-depth interviews with various parties who work as employees at LALULA and analysis of related documents. The study results show that LALULA focuses on product value through product innovation, creative marketing, and building close customer relationships. These findings provide valuable insights for practitioners and academics about the importance of Branderpreneurship in developing sustainable brand value, equipping them with practical knowledge for their own brand development endeavors.
Visual Storytelling Communication, Brand Visibility, and Audience Engagement: How the Creative Digital Content Works Ersal Bioldy
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.197

Abstract

A brand's ability to stand out today relies heavily on the effectiveness of visual storytelling communication. This storytelling is not merely an aesthetic complement but a strategic instrument for conveying brand value. This study aims to compare three cases of creative digital content to analyze how visual storytelling impacts brand visibility and audience engagement, and to identify the strengths and weaknesses of each brand's approach. The methods used were qualitative case and content analyses. The three digital content case studies were selected for their strong performance across major social media platforms. The analysis focused on visual design elements, emotional narrative structure, brand identity consistency, and audience interaction metrics. The results and discussion indicate that content that combines a narrative that resonates with the audience and a distinctive visual identity can boost organic brand visibility. The study found that the primary strength lies in visual authenticity, which builds an emotional connection and positively impacts digital word-of-mouth. Conversely, the main weakness of the analyzed approach is the risk of losing focus on the brand message when the visual execution overwhelms the informational content. Furthermore, the rhythm of visual delivery also determines audience retention on short-form platforms. This study enriches the digital marketing communications literature by demonstrating that visual storytelling acts as a catalyst in shaping brand meaning. These findings also provide strategic guidance for practitioners and content creators in designing visual campaigns that are not only aesthetically appealing but also interactive and relevant to build sustainable audience engagement amidst digital competition.
Co-Authors Andy Lasuardy Forestya Sartika Hasan Ali Murtadha Roby Zul Fanani Yulinda S. Permatasari