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Bambang Sukma Wijaya
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Editorial office of Jobmark: Journal of Branding and Marketing Communication Bakrie University, Jl. HR Rasuna Said, Kav. C-22, Epicentrum Kuningan Jakarta Selatan 12920
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Jobmark: Journal of Branding and Marketing Communication
Published by Universitas Bakrie
ISSN : -     EISSN : 28072510     DOI : https://doi.org/10.36782/jobmark
Core Subject : Humanities, Science, Education, Art, Social,
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences
Jobmark: Journal of Branding and Marketing Communication, published by the Graduate School of Communication, Universitas Bakrie, is an interdisciplinary journal that focuses on branding, all aspects of marketing communications, brand management, brand communications, brand cultural studies, brand visual communications, critical branding, and all aspects of consumer behavior and culture related to the brand. Published biannually, Jobmark follows a rigorous double-blind review process, in which reviewers and authors do not know each other, to ensure the objectivity of the assessment.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 68 Documents
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Creative Brand Publicity (CBP): The Power of Mood, Moment, and Movement Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.98

Abstract

This conceptual paper introduces Creative Brand Publicity (CBP) as a narrative strategy that emphasizes emotional depth, contextual relevance, and dynamic continuity in brand communication. Brands face growing challenges in capturing attention and sustaining meaningful audience engagement. These challenges emerge, especially in an increasingly saturated and algorithm-driven media environment. Traditional publicity approaches often prioritize exposure over resonance, creating a gap between visibility and narrative impact. The study aims to develop and elaborate a conceptual framework of CBP structured around three fundamental aspects: Mood, Moment, and Movement. Adopting a conceptual and theory-building approach, this paper synthesizes insights from branding, marketing communication, narrative theory, and cultural studies. The analysis integrates existing literature with interpretive reasoning to construct a cohesive framework that explains how brands can design more engaging and meaningful publicity strategies. The paper proposes that effective brand publicity operates through the orchestration of Mood as the emotional tone shaping audience perception, Moment as the contextual and temporal relevance enhancing immediacy and connection, and Movement as the continuity and evolution of brand narratives across platforms and touchpoints. These three aspects work together to turn publicity from simple information sharing into engaging stories that people remember and connect with. Theoretically, this study contributes to branding and marketing communication literature by advancing a narrative-based model of publicity that extends beyond conventional promotional frameworks. It offers practical guidance to practitioners on designing integrated, adaptive, culturally resonant publicity initiatives in the digital era. The CBP framework provides a foundation for future empirical research and the development of more human-centered and story-driven brand communication strategies.
Destination Branding of Ternate City in Communicating the Tourism Values Anisa Kadriah Sabanur Liandri; Hifni Alifahmi
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 2 (2021): JOBMARK Vol 2 No 2 (January-June 2021)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i2.156

Abstract

Destination branding is a concept that aims to build or improve the quality of a tourist destination. Ternate is one of the destinations in eastern Indonesia with potential in the tourism sector and is currently actively developing strategies to increase tourist visits. This article investigates the efforts of the Ternate tourism board in building a destination branding strategy to promote Ternate's tourism potential. Data was collected using observation methods and in-depth interviews with tourism officials and local community members. The results of this study reveal that the Ternate City Tourism Office applies destination branding by building integrated tourist destinations to become national tourism objects.
Classic Literature and Millennial Consumers: Branding Challenges for Balai Pustaka Sutianingsih
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.v4i1.193

Abstract

Balai Pustaka's literacy branding strategy aims to foster Indonesian millennial’s reading interest in old classic literary works by carrying out various strategies ranging from brand awareness strategies, brand knowledge strategies, brand image strategies, brand experience strategies, brand loyalty strategies, and brand spirituality strategies. Using a descriptive case study method, this study found various literacy branding strategies for classic literary works carried out by Balai Pustaka, such as the existence of republish programs, adaptations, and TBM (community reading gardens) to media conversion through filmmaking. This research is helpful as a reference for researchers in literacy branding, which still needs to be explored.
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.
Why does Hospital Social Media Marketing Public Relations Fail? A Close Observation of Brand X in Socializing its MRI Service Benefits Reghina Elgusia
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.v1i2.199

Abstract

A marketing public relations (MPR) program significantly contributes to service sales, including hospitals. However, the MPR communication carried out by brand X through social media in promoting the benefits of MRI services did not impact new customer acquisition. Sales results show contributions not from social media but from direct sales to potential customers. Why did the X hospital brand MPR program fail? What's wrong? This article investigates the phenomenon of MPR program failure through digital observation methods that are inherent and close to knowing what communicative factors cause program failure. The study also interviewed vital informants behind the program and triangulated them with consumer audiences, especially followers of brand X's social media accounts. This study is essential as a lesson for other brands in implementing effective MPR programs.
Consumers’ Perceptual Experiences of the Prices and their Relevance to Brand Image and Brand Loyalty Siti Fathia Khairunnisa
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.v5i2.200

Abstract

How consumers perceive a price is believed to have certain value has become the focus of firm strategies in recent years. This study explores on how Consumers’ Perceptual Experiences of the Prices and their Relevance to Brand Image and Brand Loyalty. The findings suggest that price is not the main star of the price itself. There are so many things revolving around price that have relevance with Brand Image & Brand Loyalty. This research found that customers memorize prices better when they have a good experience with the price & memorize it as a positive memory and it locks the image of a good-quality brand with good-quality price for their subjective affordability. This thesis also creates several follow-up questions as this thesis found, information received by customers affects the way they justify a price, several questions are then created such as what kind of communication is the most effective in communicating added value or what kind of information can justify added value.
Branded Content Analysis (BCA): Four Models and Approaches Wijaya, Bambang Sukma
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 1 (2021): JOBMARK Vol 3 No 1 (July-December 2021)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i1.214

Abstract

Branded content is any content that contains brand elements, either expressly or impliedly. Branded Content Analysis (BCA) analyzes branded content and finds explicit and implied meanings related to brand communication strategy. There are four BCA models and approaches. First, Directional BCA, which is the BCA method that uses a specific theoretical lens or concept to read the textual meaning of content, both verbal, visual, aural, audiovisual, textural, and nasal. Thus text coding is based on fundamental concepts that exist in theory. Second, Natural BCA, namely the BCA approach, does not use concepts or theories to read the textual meaning of content but naturally finds meaningful patterns that refer to key themes that stand out in the text. Third, Conditional BCA, namely the BCA method, depends on the tendency of issues framing in the text based on the dominant keywords. Fourth, Instrumental BCA, namely the BCA method, focuses on how content influences audiences through fundamental modes facilitated by the media, both textually, technically, and kinetically.
AIDMA Model Analysis on Brand Activation and Engagement Program: The Case of Mad For Makeup BT21 Edition Saipul Bahri
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.v4i2.281

Abstract

Mad For Makeup, a local cosmetics brand that collaborates with BT21, has adopted a Brand Activation and Engagement approach in its marketing efforts. This article analyzes the effectiveness of Mad For Makeup's efforts in implementing Brand Activation and Engagement strategies from the AIDMA Model perspective. Using a qualitative case study method, the results show that initiatives like the hashtag #MadForMakeupBT21 have achieved relatively high social media exposure, with 132.3 thousand views. In comparison, the hashtag #MadMetBT21 even reached 1.2 million views. Most participants involved in this research and connected to the AIDMA Model also support the argument that the Brand Activation and Engagement strategy implemented by Mad For Makeup BT21 Edition can be successful. This research provides valuable insight into how local cosmetics brands can leverage social media and implement effective marketing strategies to stay competitive in the cosmetics industry. Mad For Makeup's success is an example of how local brands can face competition from international brands in the ever-growing Indonesian cosmetics market.
Hindu Spiritual Tourism Branding: The AKIELS Analysis of the Self-Healing Program through the Melukat Ritual at Tirta Empul Temple, Bali Sarah Khaerunnisha Fathiarani; Eli Jamilah Mihardja
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.282

Abstract

The presence of spiritual tourism in the form of a hugging process, known as a self-cleansing ritual for Hindus, has now become much sought after by local and foreign tourists. The Melukat ritual, a sacred Hindu practice, involves a series of cleansing and purifying activities in a holy water spring, believed to provide spiritual and physical healing. This process provides benefits, namely self-healing from stress, trauma, depression, and so on, just by going through several believed stages. Tirta Empul Temple is the most popular Melukat location for tourists in Bali. The queue for those who want to carry out the Melukat process is always long and snakes every day, not only during the holiday season or holidays. This study focuses on observing tourist self-healing program activities through the Melukat ritual using the AKIELS Model analysis knife. The findings show that Tirta Empul Temple, in the minds of tourists, is attached to the Melukat ritual, which is believed to be self-healing for tourists because it provides calming benefits from stress, trauma, and depression. Tirta Empul Temple has become embedded in the minds of tourists, and it can be represented by the many visitors who come to do the ritual Melukat almost every day. This study produces an in-depth understanding of Hindu spiritual tourism branding by dissecting the aspects of brand awareness, knowledge, image, experience, loyalty, and spirituality in the tourist self-healing program through the Melukat ritual in Bali.
Brand Experience Analysis of Teh Botol Sosro Consumers Towards the Box Packaging Variant Rahma Dita Dewayani; Eli Sulihtyaningrum; Asri Annisa Nasution
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.

Page 3 of 7 | Total Record : 68

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