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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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Hierarchy of Branding of Abandoned Animal Protection Organizations: The Case of Animal Defender Indonesia Livo Februsa; Mulyadi
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.v4i1.284

Abstract

This paper explores the branding strategies of Animal Defenders Indonesia (ADI), an organization dedicated to rescuing and protecting neglected animals. With a focus on the AKIELS model—spanning Brand Awareness to Brand Spirituality—the study evaluates ADI's positioning in animal protection. Beginning with an overview of the prevalence of pet neglect, the paper introduces ADI as a critical player founded in 2011 to address the challenges faced by abandoned and injured animals in Indonesia. ADI's multifaceted approach, encompassing Rescue, Rehab, Rehome, and Education, forms the foundation of its mission to save and protect animals, particularly those subjected to abandonment, injury, or abuse. The organization also emphasizes public awareness through educational initiatives. The paper then delves into the AKIELS framework, analyzing ADI's branding strategies across various platforms. Drawing on previous research, the study highlights the role of social media in ADI's communication strategies, notably successful campaigns like "Adopt Don't Shop." Methodologically, a qualitative approach employing positive content analysis focuses on ADI's documents, publications, and related materials. The findings reveal robust Brand Awareness, especially on YouTube and Instagram, but recommend enhanced visibility through diversified content and strategic event marketing. While robust Brand Knowledge is evident on YouTube and Instagram, attention is needed for Facebook engagement and broader media coverage. The positive Brand Image built by ADI requires improvements in specific areas, such as Google search visibility and strategic event promotion. The paper concludes by emphasizing ADI's strong foundation, proposing strategies for improved content, community interaction, and marketing events to strengthen its brand presence and relationships with the audience.
Health Branding, Digital Transformation, and the Content Commodification: A Brand Discourse Analysis of Halodoc Hendra Agustian; Mochamad Kresna Noer
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.v5i1.285

Abstract

Amidst the digital communication revolution, health platforms like Halodoc are strategically harnessing the power of social media to engage with their audiences. This study dissects the meticulous construction of Halodoc's brand discourse and the commodification of content on the Instagram platform. Employing the Brand Discourse Analysis (BDA) method and a critical political economy framework, this qualitative research scrutinizes 457 posts from Halodoc's Instagram account from January to June 2023. The findings underscore Halodoc's systematic optimization of the brand message, mode, medium, and milieu as components of brand discourse to craft a brand image as a modern, caring, and trustworthy health partner, effectively driving high user engagement. Furthermore, the commodification analysis uncovers that Halodoc implements a dual commodification model: free health information is transformed into a commodity to captivate audience attention (the first commodification), which is then converted into customers for paid services on its application (the second commodification). This strategy, woven into a narrative of empowerment, effectively turns health discourse into an economic asset within the digital capitalism ecosystem.
Is Gen-Z Aware of the SatuSehat Platform as an Extension of the PeduliLindungi Application? : Branding Effects Model Approach Verry Agusta; Dwi Anggia; Riska Yuliarosa
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.v5i2.286

Abstract

The SatuSehat application is a connecting platform that integrates individual health data between health service facilities in electronic medical records, transforming PeduliLindungi. SatuSehat aims to create an integrated public health information system between all health facilities, such as hospitals, health centers, clinics, pharmacies, and laboratories connected through the Satu Sehat platform. Thus, creating a more unified and integrated digital health information ecosystem can help the government make better decisions and provide more effective services to the community. This article explores the brand awareness of the SatuSehat application from the perspective of Wijaya's AKIELS model with a qualitative case study method. The primary data source for the research is Generation Z from Bakrie University. Secondary data related to SatuSehat was obtained from Ministry of Health spokesperson Siti Nadia Tarmizi. Data collection was carried out using in-depth interviews, observation, and searching digital and scientific documents. The results show that the SatuSehat application is still at the brand recognition stage because the respondents recognized the brand after receiving reminders via assistance. In this case, informants first remembered the PeduliLindungi application before mentioning the SatuSehat application.
The Conditional Branded Content Analysis of Zara Campaign ‘The Jacket’ Walid Adriansyah; Fitara A. Tito; Irma Kurniawati; Musbar Afriadi; Nadila Suci Nuria; Retno Wulandari; Septia Wahyu Elda
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.
Impression Laundering of Le Minerale: A Directional Branded Content Analysis Deddy Setiawan; Firdia Pradita Ramadhanti; Irine Shafana Jasmine; Mala Ismawati; Miftahul Ocha Awalia; Moehammad Hary Wibisono; Marina Sinar Lestari
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.v6i1.301

Abstract

Competition in the bottled mineral water market has created a brand communication war between brands, including Le Minerale. Through various advertisements and digital communications on social media, Le Minerale tries to fend off various adverse claims made by competitors regarding single-use gallon packaging products. This article dissects the communication content of the Le Minerale brand from the perspective of Wijaya's Impression Laundering theory using the directional Branded Content Analysis (BCA) method. The findings show that Le Minerale uses various content strategies, both visual, verbal, and audiovisual, to launch dramaturgical and angelic communication strategies, as explained in the theory of impression laundering. This study is helpful as a critical reflection, both for brands and audiences, in understanding the modes of impression laundering in brand communication.
Communication with Compassion in the #KlikBiarSelamat Campaign Fitmi , Khaira; Saefihim; Hikmawan, Ratu Assyifa Khairunnisa Noor Rizky; Arifan, Fahmi
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 1 (2020): JOBMARK Vol 2 No 1 (July - December 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.302

Abstract

The #KlikBiarSelamat campaign communicates the importance of wearing a helmet correctly when riding a motorbike. This article dissects the case of the advertising campaign and hashtag for using helmets from the Komunikasih theory (communication with compassion) perspective. The campaign was initiated with sincere intentions and goals: to convey constructive and selfless messages, send messages and feedback full of compassion, form meaning with empathy, use positive media and provide a loving impact. This study can be an essential reference for campaigners in applying Komunikasih in persuasion communication activities to produce positive and peaceful results without counterproductive conflict.
How an Automotive Brand Corrupts: Insights from the 2015's Volkswagen Dieselgate Fanani, Roby Zul; Sartika, Forestya; Bioldy, Ersal; Novianda, Olga; Lasuardy, Andi; Permatasari, Yulinda S.; Murtadha, Hasan Ali
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.v1i2.303

Abstract

The giant German automotive manufacturer, Volkswagen (VW), was involved in the most significant case of falsifying emissions standards in automotive history in 2015, and this case caused VW to suffer losses of €32 billion. VW is suspected of manipulating verbal and non-verbal messages by involving many media. This article aims to dissect the communication corruption committed by VW in falsifying its standard emission test data. Communication corruption is an act or event in the communication process that reduces the rights of the public or audience to receive messages completely and correctly according to the facts, both normative facts and contemplative facts, by taking advantage of the power, strength, or authority they possess. In analyzing this theory, four dimensions can be seen: message, media, context, and behavior. The analysis results show that VW corrupted the exhaust emissions message on diesel-engined vehicles. VW admitted its mistake after compelling evidence and mounting public pressure. In the media dimension, VW corruptively communicates its benefits through television commercials, outdoor advertising, and digital media. The corrupt communication context of VW includes culture, situation, targets, norms, and values. At the same time, the behavioral dimension is related to immoral and even illegal actions from the Dieselgate scandal, such as manipulating special software on diesel engines to cheat emissions tests to smooth distribution permits. This case teaches brands that messages should always be conveyed openly and transparently so as not to harm many parties, especially the company itself.
HMNS, Paris Fashion Week, and the Corruption of Communication Myrza Fikry Octaviana; Anisa Permata Putri; Chatya Iqlima Huaida; Muhammad Dicky Arfani; Savira Nurindra Putri; Mia Setiawati
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.v2i2.304

Abstract

At the end of 2021, HMNS Parfume attracted controversy because it made a statement to the public regarding its brand's participation in Paris Fashion Week 2022. Regarding this statement, HMNS was indicated to have manipulated messages conveyed via its official Instagram social media and the Twitter account (now: X) of the owner of HMNS. This article aims to analyze the method of communication carried out by HMNS Perfume through the theory of Communication Corruption. Communication corruption is an action or event in a communication process that reduces the right of the communicant or audience to receive the message entirely and correctly according to the facts, both normative and contemplative. Communication corruption has four dimensions: message, media, context, and behavior. The results of the analysis show that HMNS Perfume carried out communication corruption in the message dimension through confessions in Instagram captions and explanations from the HMNS owner, the media dimension through misuse of social media on Instagram and Twitter, the context dimension through confessions that did not occur to increase exclusivity, sound perception, and public reputation, and from the behavioral dimension through deceptive or misleading communication strategies to enhance their image or attract consumer interest. The results of this analysis can provide lessons for brands to pay attention to aspects of communication corruption to avoid damaging brand reputation.
The Gojek Way: An Instrumental Branded Content Analysis of #PastiAdaJalan Campaign Amienah Atthahirah; Gerry Maulana; M Irsyad Jamin; Rexy Fajrin Ismail; Sekar Anugrah Resky; Wiyanie Putri
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.v6i2.306

Abstract

This article analyses the communication strategy of the Gojek brand, an online transportation service, through its campaign entitled #PastiAdaJalan. Using the instrumental Branded Content Analysis (BCA) method, this study finds various ways Gojek communicates its brand value as a solution for urban communities in meeting their urban needs and problems, such as anti-congestion transportation, online food ordering, online payments, and many more, yet another online service that accompanies consumer mobility. The slogan and hashtag #PastiAdaJalan is a crucial message that conveys Gojek's promise as a brand that provides integrated, practical and efficient technological service solutions. This study provides important insights for brands in communicating their brand simply, focused, and consistently through creative and meaningful content.
How Nostalgic are You? : An Experientially-meaningful Communication of #NutrisariBernostalgia Campaign Ardamas, Bayu Rustam; Yuliana, Mega; Pradipta, Ganuardi; Syarifa, Nabila; Astuti, Puji; Wiraditi, Ratu Balqis
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.v3i1.307

Abstract

In communicating its iconic glass bottle edition of Nutrisari Jeruk, Nutrisari released an attractive advertisement on October 7, 2023. This advertisement also marks Nutrisari's 45th anniversary. This advertising approach exploits longing and curiosity and evokes specific memories about when not everyone could enjoy this 'expensive' and 'exclusive' drink product. Tne could enjoy these 'expensive' and 'exclusive' beverage products. The copywriting also includes the importance of nostalgia, citing expert statements. By highlighting audience comments via Nutrisari's social media accounts, this article discusses the relatability of Nutrisari's nostalgic messages from the perspective of Komunikasi Berasa (experientially-meaningful communication) theory with its six dimensions (Wijaya, 2009): sensorial meaningfulness, emotional, rational, relevant, beneficial, and social. This study can be a reflection for brands in optimizing the meaningfulness of their campaign messages to be more connected and relevant to their consumer audiences.

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